UA BOXERJOCK® RE-LAUNCH

“this is not your regular underwear, this is a piece of equipment”!
Kevin Plank - Under Armour CEO

An unstoppable category leader, Under Armour was the first athletic brand to combine high performance with unrivaled comfort in the men's underwear category. The UA Boxerjock® product line created a new generation of undergarment, designed for superior everyday performance—whether in the gym, at school or on the run.

However, as competitors increased their focus on performance technology, Under Armour saw a slip in market position. To help reinvigorate the category, we set out to develop a multi-channel product campaign to increase awareness, preference and loyalty among a new, younger consumer.

With a focus on product storytelling, my team developed an integrated product series with off-figure photography and content to reintroduce the UA Boxerjock® product line as an everyday performance underwear brand across digital, social and online platforms.