We were asked to make a simple in-store lookbook that married our latest innovations with a little more brand story to help boost the affinity and consideration of our female consumers. What we ended up creating was very, very different—and so widely adored, that it has been serialized for the past 4 seasons with no sign of slowing. Because it just keeps getting better.
HOW IT STARTED
Feedback suggested she doesn't see herself in our brand. So we needed to take a step back and let her know she's a key player in Under Armour's innovation journey. How do we make good on our promise to make her better by making her feel seen, heard, and considered?
So we created, quite literally, a better book. Designed and written for women/by women to encompass compelling storytelling, imagery, innovations, and interactive elements that make her feel engaged, understood, included, and inspired by that unlikely brand she's been struggling to connect with.
POSITIONING & MANIFESTOS
Each season's book was built from a creative territory that is broadly based in science, but brought to her in a real, relatable way. They build upon one another to deliver a seamless, evolved journey instead of one that is disjointed, jarring, and hard to follow. This emotional connection sets the tone for the content that's to follow whether it's brand-, athlete-, introspective-, or innovation-based.
SS20 - INAUGURAL LAUNCH
FW20 - BOOK II
SS21 - BOOK III
FW21 - BOOK IV
SS22 - BOOK V
BELLS & WHISTLES
To keep things elevated and connected, we included interactive and engaging elements like fill-in-the-blanks, DID YOU KNOWs, exclusive content, quizzes, QR codes, and quotes. All seamlessly and artfully integrated with beautiful full-bleed imagery for the perfect amount of breathing room.
THE RESULTS
And the results speak for themselves. What started as an innocent, little lookbook became something that not only drove sales, but also built an incredible amount of brand affinity. Which is the real victory here. For a brand that has historically been known to be chest-poundingly male to really connect with the female consumer and have her finally believing that it's also a brand for her? Whew. Our job here is done. *hand wipe emoji*
