Launching a Game Changer

When Under Armour set out to reinvent a perennial American favorite — the hoody — it developed an entirely new garment, packed with innovation. They called it the ‘Swacket.’

Retailing for $95, Under Armour needed a powerful product-forward campaign that enticed its accounts to buy into the Swacket product line.

To tackle this challenge, Under Armour internal team collaborated on a campaign that celebrated the product as a piece of equipment. At the centerpiece of the campaign was an animated video that highlighted the Swacket’s amazing details and high tech features.

The result? What was supposed to be a sell-in only campaign became the main launch platform for the product family. It was translated into multiple channels and eight languages for the global launch.

The product surpassed all goals and became one of Under Armour’s most popular lines.

Celebrating Everyday Heroes

To close a challenging and pivotal year, Under Armour wanted a powerful and emotional video celebrating its accomplishments in the community throughout the year. The video reminds all Under Armour teammates of their global impact.

I collaborated with the UA Global Philanthropy team to craft a powerful narrative. The piece was narrated by an authentic local voice and combines original, previously recorded, and broadcast footage. The video was a big hit at the Addy’s—winning gold locally and silver regionally.

8000 sq/ft shop in shop in the Dick's Sporting Goods store in Gaithersburg, MD

Winner: VM+SM Store of the year.

We went from deciding to take on this opportunity to the inauguration in 12 days. This was one of those projects that it’s success derived from the collective energy and inspiration of a small group of professionals. From finding the right location to deciding on the right materials—even cement takes more than 12 days to dry— and pushing through permits all stars aligned.
The project was a success generating immense buzz and brand prestige to Motorola and Project RED.