Under Armour Footwear Tech Guide
Putting momentum behind UA’s new run tech
The Frame
When Under Armour entered the tech running niche, it was important that they establish the strength of the technology they were introducing to the market. The challenge was to showcase the well-established aesthetic of the Under Armour brand while highlighting the revolutionary technology.
The Strike
As product development continued, we used artist renderings and CAD drawings as reference. We also studied car photography as the shape and function of running shoes are often compared to the mechanics of a vehicle — traction, aerodynamics, etc. We drafted inspiration boards to determine an appropriate tone for the project and to relay our concepts to Under Armour’s in-house photography team.
Project Services
- Design Concepting
- Print Design
- Project Management
- Sales Material Design
