FW17 Lifestyle Campaign
Under Armour
Advertising
Creative Direction
Copywriting
Photography
Videography
Marking a pivotal moment in UA’s shift toward lifestyle-meets-performance sneakers, the Fall/Winter ’17 lifestyle release required an alternative approach to the brand’s traditional campaigns. The challenge was to channel their existing performance DNA in a way that felt authentic in this crossover space. The strategy needed to encompass messaging and visuals that would create new energy and breakthrough the cynics.
FW17 Lifestyle Campaign
Under Armour
Advertising, Art Direction, Creative Direction, Copywriting, Photography, Videography
Marking a pivotal moment in UA’s shift toward lifestyle-meets-performance sneakers, the Fall/Winter ’17 lifestyle release required an alternative approach to the brand’s traditional campaigns. The challenge was to channel their existing performance DNA in a way that felt authentic in this crossover space. The strategy needed to encompass messaging and visuals that would create new energy and breakthrough the cynics.
FW17 Lifestyle Campaign
Under Armour
Advertising, Art Direction, Creative Direction, Copywriting, Photography, Videography
Marking a pivotal moment in UA’s shift toward lifestyle-meets-performance sneakers, the Fall/Winter ’17 lifestyle release required an alternative approach to the brand’s traditional campaigns. The challenge was to channel their existing performance DNA in a way that felt authentic in this crossover space. The strategy needed to encompass messaging and visuals that would create new energy and breakthrough the cynics.
Concept
We drew inspiration from the unique look of the marquee sneaker’s mid-arch support. Its perforated accents are visually reminiscent of stadium lights and scoreboards, as well as materials found in urban environments. This look served as a visual thread connecting UA’s performance DNA, the lifestyle component, and the shoes.
FW17 as a System
A cohesive system of icons, textures, and messaging was developed for each sneaker based off its unique characteristics. All of the messaging featured an ‘Un’ prefix, which phonetically called back to Under Armour and served as a subtle nod to pivotal turning points in sport and culture.
The Slingwrap icon borrowed from the perforated dot pattern and the mid-arch support.
The Shift icon played off its diagonal elastic support and the notion of new perspectives in street culture.
The Drift 2 icon was inspired by the simplicity and ease of the shoe’s pull cord lacing system.
The Slingwrap icon borrowed from the perforated dot pattern and the mid-arch support.
The Shift icon played off its diagonal elastic support and the notion of new perspectives in street culture.
The Drift 2 icon was inspired by the simplicity and ease of the shoe’s pull cord lacing system.
UA MENS RED
RGB: 255, 22, 0
CMYK: 000, 091, 100, 000
HEX: #ff1600
COOL GRAY
RGB: 161, 171, 188
CMYK: 014, 009, 0, 026
HEX: #A1ABBC
LIGHT GRAY
RGB: 240, 240, 240
CMYK: 000, 000, 000, 006
HEX: #f0f0f0
Campaign Copywriting
Tagline:
Unbeatable Versatility
Product Story:
Always own the moment with the UA Slingwrap. It’s breathable Threadborne upper flexes without sacrificing strength, while the integrated midfoot lockdown wrap keeps you at the top of your game. Because when the game never ends, your shoe better keep up.
Tech Copy:
Built-In Stability
Keep your game at its peak with an integrated
midfoot lockdown wrap.
Cushioned Impact
Redirect your impact with a decoupled outsole
that increases flexibility.
Maximum Visibility
Stand out—and be seen—at any hour with reflective
finishes that take your game to new heights.
Tagline
Unbeatable Versatility
Product Story
Always own the moment with the UA Slingwrap. It’s breathable Threadborne upper flexes without sacrificing strength, while the integrated midfoot lockdown wrap keeps you at the top of your game. Because when the game never ends, your shoe better keep up.
Tech Copy
Built-In Stability
Keep your game at its peak with an integrated midfoot lockdown wrap.
Cushioned Impact
Redirect your impact with a decoupled outsole that increases flexibility.
Maximum Visibility
Stand out—and be seen—at any hour with reflective finishes that take your game to new heights.
Digital Application
