UNDER ARMOUR ATHLETE RECOVERY SLEEPWEAR
wake up rested, rise unbeatable
Under Armour had a category-breaker on their hands. A piece of wearable technology transcending age, gender and sport. It was up to us to help them change the active wear game. Again.
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Brand Positioning
Campaign
Identity System
Art Direction
Photography
Website Design & Copy
Print Collateral
Packaging
Social
CHALLENGE
Athlete consumers had a problem they didn’t know could possibly have a solution. Across demographics, we found the sentiment that the time they put in—on the field, in the gym—was the only time for them to make athletic progress. But, they hadn’t considered the progress that could be made while they sleep.
Athlete Recovery Sleepwear uses bioceramic technology to decrease soreness and promote muscle regeneration. But to an athlete, that doesn’t always translate to something of value to them. So we repositioned this previously misunderstood product around the outcome of being more empowered to wake up and hustle.
WAKE UP AND GO-TO-MARKET
Our go-to-market work centered around this consumer benefit. And our research/insights showed us that the core consumer needed to hear about these benefits directly from the mouths of other athletes. So we brought the words of real athletes and bonafide pajama wearers to the forefront.
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Killer consumer reviews. Fresh, candid photography. Peer-reviewed research papers. All of this went into the product—upgrading the packaging, out-of-box experience—as well as marketing in the UA app and on their website.
PREMIUM UNBOXING FOR KEY INFLUENCERS
We took the unboxing experience one step further, reaching editors at major media outlets with an unexpected delivery. What followed was a custom introduction to Under Armour’s stance on sleep, plus a pair of Athlete Recovery Sleepwear for them to try, and ultimately recommend on their holiday gift lists.
HOW THE PUBLIC RESPONDED
We increased audience reach and revenue during peak gift-buying season in North America. In addition, the Athlete Recovery Sleepwear was featured on Holiday gift guides for The Ellen Show, Sports Illustrated, HuffPost, Runners World and more.
