Under Armour launches a new sportswear division with a 360° brand moment designed to build anticipation, culture, and momentum ahead of NYFW.

Building buzz around Under Armour's anticipated new divisional brand launch Under Armour Sportswear (UAS), we looked to create an experience leading to the start of NYFW. Collaborating with photographer Sloan Lauritis and stylist Tom Van Dorpe we brought UAS to life over two days of planning, shooting, post scheduling, and released some of the first glimpses of the newfound brand.

The results–press and social buzz generated leading into and through fashion week softened the ground for our team to lead a cohesive direct response media campaign across platforms to drive product sales.