Under armour sportswear
Facing the evolving landscape where sports and lifestyle seamlessly merge, Under Armour engaged us in 2024 to reimagine their Sportswear Instagram channel. To capture the attention of younger, culturally attuned athletes, we pioneered a content ecosystem that balanced established brand messaging with creator-driven visuals. At the heart of this strategy was the creation of "The Crew" – a curated network of emerging photographers, stylists, and videographers. By empowering these undiscovered talents to contribute their unique perspectives, we unlocked diverse creative interpretations that resonated authentically with the target demographic. The initiative successfully challenged existing perceptions of UA Sportswear, generating significant positive feedback and appreciation for the fresh, community-sourced content.
