UA - Afterparty Campaign

The Ask:
Reposition Under Armour as a luxury lifestyle brand through its Afterparty line by blending fashion and functionality for celebratory events.

Client:
A sportswear giant expanding into the lifestyle and luxury fashion market while staying true to its athletic heritage.

Challenge:
Overcome Under Armour’s performance-focused image and make it relevant for nightlife and social occasions.

Insight:
Success isn’t just about the grind. It’s also about celebrating wins with confidence and style.

Strategy:
Develop a campaign emphasizing “Prepare to Win” to highlight Under Armour’s role in both achieving goals and celebrating success in style.

Credits:
Wyatt F.
Olivia D.
Mobina Z.
Ramandeep K.