Creative Director
Under Armour
Brand building, Experience design, Video, Brand strategy
Credits
co:collective
Making Under Armour relevant again by defining their purpose, how they show up in the world, and designing a program for how they can create greater access to sport for every young person who wants to play.
We then defined their audience as Focused Performers, athletes who push themselves to be a little better every day in whatever sport they choose.
We made a little film about them to help all of UA understand who they serve.
Human Performance System
A holistic system engineered to make Focused Performers better.
The Human Performance System maps the complete active journey of a Focused Performer athlete. It exists to inform the creation of all of UA’s current and future products, services, and technologies, including footwear, apparel, services, experiences, and content.
Human Performance Centers
A physical space with advanced performance tools vetted with premier athletes and trainers serving as inspiration for personalized Human Performance Systems.
Empowering the community
UA struggled to connect with a younger community who felt disconnected from the brand’s values.
To overcome this we custom built a panel of Gen Z activists grounded in our performance mindset to co-create ideas for how the brand can connect with the audience that will fuel their future growth.
Access to Sport for All
A commitment from Under Armour to create opportunities for millions of youth to engage in sports by 2030, breaking down barriers for those who strive for more.
Increased Access
We’re working with communities around the world to help build programs, places, and infrastructure to drive engagement in sport for EVERYONE by:
• Impacting 20 communities
with UA Sports Zone
• Expanding women’s
UA Next programming
• Tackling the cost barrier of sport
Coaching
So many coaches and organizations already create impact in their communities, so we’re celebrating, elevating, and developing new ones by:
• Leveling the coaching landscape
• Supporting key community partners
• Launching a collegiate program for HBCUs and HSIs
Performance Tools
we’re working to ensure our gear, resources, and tech are available to all athletes by:
• Helping women keep evolving the way they train, compete, and recover
• Making running a more inclusive sport
• Delivering footwear innovations across playing fields