Under Armour Rebrand Strategy

Helping people maintain motivation to work out and stay in the game through a system of products that are earned through 10,000 hours of blood, sweat, and tears.


The new mission that I constructed ties into creating a personal fitness driven community that is built on relationships and working together.


Under Armour's current mission is : make all athletes better through passion, design and the relentless pursuit of innovation.


Looking into trends, I focused on the evolution of gender roles and how their life transitions take place from going to work, taking care of kids, and going to the gym.

After going through a SWOT analysis I determined that Under Armour has an opportunity to expand and gain international presence as well as promote their brand on a more personal level of through influencers that the consumer follow on social media.

Gallery UA Flatwork-01.png

The brand attributes were generated from insights taken from my research survey on exercise . The biggest issue was not having a community connection, staying motivated to continue working out, and being limited to where they exercise.


Addressing these concerns, I targeted these areas specifically which became my guidelines for my ideation.

This is a story board on the introduction of the 10K Campaign and how it helps.


Helps users stay motivated by giving them the goal of hitting 10,000 hours of training. In return they receive an elite status box as a reward which contains the UA Drive & UA Rise.

" Don't practice until you get it right, practice until you can't get it wrong."

My ideation started with going off the social trends of balancing identities then developed into solving for how to help promote and band similar consumers to create local communities inside and out of the gym. The aesthetics of the design is heavily influenced from Chinese martial arts uniform that ties into mastering your craft.


All round movement tread pattern that is created from the logo

Hidden laces tied from the side



Reflectors for outside use

Hidden elevation mask for training

Sewn in padded training gloves for convenient weight training use 


What I Learned

This was my first project that I tackled that piqued my interest in branding strategies. I enjoyed analyzing a brand from internal and external perspectives. What stuck with me was the definition of innovation, which is something that is desirable, feasible, and viable.