Visual Strategy | Creative Direction | Art Direction | Graphic Design | Copywriting | Product Design
Under Armour asked playworkgroup to translate the brand’s theme of “Defiant Belief” into concepts related to exploring diverse cultures and defying false limits and stereotypes. At a time of tremendous social upheaval and activism, it was essential for Under Armour to embody and reflect the diversity of the nation, serving as a pacesetter and a leader.
playworkgroup helped develop a cohesive platform and campaign aimed at celebrating cultural diversity and inclusivity, tapping into UA’s incredible community of ambassadors, team members and UA fans. Our aim was to empower UA to engage meaningfully in a vital conversation and demonstrate winning leadership on issues that matter to today’s consumer.
The result | Our concept for UA Culture Collections resulted in a suite of richly textured, powerfully resonant omnichannel campaigns that helped position UA as a leader in culture as well as sport.
Social Media
Apparel Design
