Innovation and Growth Strategy | Brand Identity Design | Visual Strategy | Marketing Research | Campaign Strategy | Paid Media Planning | Creative Direction | Art Direction | Graphic Design | Event Production
A leading force in both sport and culture, Under Armour is a respected lifestyle brand with global recognition and a commitment to advancing the greater good.
Women’s History Month Campaign
For Women’s History Month, UA tapped playworkgroup to develop an omnichannel campaign aimed at inspiring and empowering its female customer base. The “I’m Pretty” campaign, went viral around the globe and surged over into UA’s primary and men’s platforms. The campaign’s success stemmed from a provocative, emotional message conveyed through a striking graphic treatment, inviting consumers to create personal content using a popular interactive meme generator as well as customize limited edition campaign merchandise.
The result | This omnichannel and wide reaching campaign was a massive success, resulting in 2.7M organic impressions, an engagement of over 82k unique accounts, and was the #1 top performing video on UA Women’s Instagram of all time.
Women’s MVP
Following the success of playworkgroup’s Women’s History Month activation for Under Armour, we were asked to develop a creative strategy to drive buzz and sales for the activewear giant’s coordinated sports bra-and-bottoms offerings. We dove into product immersion and thorough market research to develop a standout positioning strategy – Under Armour MVPs, or Most Valuable Pairings – that embodied the brand’s energy and attitude while articulating key selling points to its discerning customer base.
The result | From competitive analysis, ideation and art direction to naming, ad sets and e-com platform design, playworkgroup brought this concept to life through compelling content and commercial touchpoints, demonstrating how UA offers an MVP for every activity.
Trend Reporting | 2020
After several years of successful brand, campaign and product marketing collaboration, activewear giant Under Armour tasked playworkgroup with conceptualizing a wide-ranging roadmap for future opportunities.
The result | Tapping global trends intelligence, regional market research, and consumer culture, playworkgroup created a comprehensive, actionable playbook for the company, with goals of deepening consumer engagement and driving innovation in the activewear space and beyond.
