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Under Armour (Spec)

Copy + Art Direction

Under Armour isn't cool anymore. According to Piper Jaffray's semi-annual survey, "Taking Stock With Teens," for the third time in a row Under Armour is the No. 1 brand that upper-income male teens no longer wear. Oof.

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Now, Under Armour is for The Athlete That's Earned It. This campaign maintains the athletic intensity that Under Armour is known for while elevating the brand with a sleek, elitist image.

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A new gold logo and gold themes throughout the ads play with the idea that gold is the highest level achievement. Now, like a gold metal, Under Armour is something to strive for---something to earn.

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