THE GAME doesn’t stop just because the crowds have gone home.
Under Armour had pioneered a line of game-changing RECOVERY APPAREL. They came to us to BUILD THE HYPE — and show just how this gear lives up to it.
To tell this story, we tapped nearly every discipline at our disposal: advertising, branding, digital, identity, packaging, strategy and video.
BEYOND THE BUZZER
Today’s athletes train. They play. They recover. Then they start all over again. There’s never a time when an athlete isn’t an athlete. Knowing this, Under Armour engineered an exclusive line of bioactive recovery gear to help them stay primed 24/7. Our job was not only to launch these products but to help position a whole new category that could live up to UA’s mission to make athletes better.
BUILDING THE PLAYBOOK
We started with the big idea — Gear for Your Nonstop Game — and built off that to develop an identity and packaging that telegraphs cutting-edge technology and style. We crafted messaging to turn the promise of “less soreness, more relentless” into a rallying cry. We produced video content taking the athlete to the lab and we launched a digital campaign designed to drive interest, simplify the tech and get this gear into the hands of athletes everywhere.
Adding NEW DIMENSIONS to a brand born of new additions.
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Tether, Inc.
411 1st Ave S, Suite 404
Seattle, WA 98104
Attn: Legal
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We may amend this Privacy Policy from time to time. If we make any substantial changes in the way we use your personal information we will make that information available by posting a notice on this site. We may also, but are not required to, notify you by email or regular mail. This Privacy Policy was last updated June 28, 2011.
Tether welcomes your questions and comments about our Privacy Policy. Please direct your questions and comments to:
Tether, Inc.
411 1st Ave S, Suite 404
Seattle, WA 98104
Attn: Legal
