UNDER ARMOUR WOMEN

Challenged with tapping the growing women’s market, Under Armour asked playworkgroup to help strategize ways to move the needle with its marketing approach to the female consumer. From big picture thinking and brand-wide activations to collection and product launches online and in store, we have created and deployed campaigns to more fully engage UA’s high profile female ambassadors, unleash the power of the UA community, establish the high performance, high fashion qualities of UA Women’s product, participate in important cultural conversations, and position UA as a leader in empowering women in sports.

WOMEN'S HISTORY MONTH - "I'M PRETTY"

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, launched in March 2017, went viral around the globe and surged over into UA’s primary and men’s platforms. Its 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 to customize limited edition campaign merchandise.