Under Armour Sportswear. Complete Brand Creation
business, brand, AND product strategies, creative direction, and brand management.
Recruited as a leading creative and marketing expert I was the first employee brought in to work with Under Armour's VP of Sport Fashion. Under Armour was interested in quickly getting a piece of the $220B global sportswear market and needed to figure out how. While Nike, Adidas, and others all fixated on the same post workout and street-wear inspired directions, we worked hard to reveal a new and ownable position.
Deep consumer, cultural, product, and competitor analyses revealed a new opportunity that consumers could engage with more broadly in their lives. We would translate Under Armour’s underdog go-for-broke DNA into a new brand that would empower self-starters that are ready to take on the world. And, we would give them a fresh modern take on classic American sportswear pieces, rather than the hoodies and sweatpants other brands were delivering. UAS.
UAS isn't just a new brand carving out a unique space in sportswear, UAS encourages a generation to redefine what success means on their own terms.
With Kevin Plank on board with our vision we partnered with colleagues of mine at Soldier to continue building the brand and product. Tim Coppens joined the mix to design the men's and women's apparel collections. Soldier brought the vision and strategy to new heights and collaborated with us on a complete brand build, GTM, and brand launch. The launch was a huge success with coverage of the NY Fashion Week Show in Vogue, GQ, and others, along with product sold in Barneys, Net-A-Porter, Concepts and a long list of other retails that Under Armour hadn't previously worked with. Sell-through for the first product collection was 86%, all revenue targets were hit, and all involved were proud and happy.
DESIGN WORK IN PARTNERSHIP WITH SOLDIER.
