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.