UA x DSG COLDGEAR® EXPERIENCE
There are stories and there are legends. Legends have survived extraordinary circumstances. Legends last; legends long to be shared, relived, one-upped by the hungriest among us. Legends are hard fought, will they/won’t they, tense and exciting white-knuckle moments that make you feel something. Legends aren’t made in the heat of the moment—especially when that moment has no heat at all. Legends are made in the cold.
To re-introduce one of our longest-running innovations to a younger audience, we created an immersive fitness environment where consumers could actually test the technology behind UA ColdGear® through curated cold-weather workouts activated inside an “igloo.” To make sure we met them where they were, Under Armour brought this exclusive experience to the Notre Dame vs. Northwestern face-off—a key platform for the brand, given both football teams are on our roster. The activation marked the 20th anniversary of the UA ColdGear® mock turtleneck, one of the two lifebloods for the brand.
ART DIRECTION & MESSAGING: UA BRAND CREATIVE
AGENCIES: RED / IMGL / WE ARE ROYALE