Under Armour Sportswear

As Agency of Record, Soldier worked directly with CEO, Kevin Plank and President of Sports Fashion, Ben Pruess over two years delivering against numerous strategic assignments and results – including leading a massive diversification into new categories.


From performance titan and sports tunnel identity
Global fashion runway contender.

Challenge: Transition Performance Titan Under Armour into an Upscale Lifestyle Brand within the business of fashion through Under Armour Sportswear (UAS) initiative.

Strategic Approach: As Agency of Record, Soldier worked directly with CEO, Kevin Plank and President of Sports Fashion, Ben Pruess over a two-year period. Partnering alongside UA Senior Management Teams we collaboratively architected an overall Brand Plan and Five-Year Revenue Investment Model for UAS. The following months were dedicated to developing the brand name, identity, and product marketing strategy to diversify the Under Armour brand leveraging a full lifestyle offering of footwear/apparel/accessories that was essential to ambitiously grow the business.

Solution: “Beyond Ambitious”

Under Armour Sport is positioned within the exciting intersection of a) fast/modern functionality, b) performance/sport and c) fashion/classic style with polarity by catering to two adjacent segments described as urban/fashion and classic/collegiate.
Ultimately, the UAS brand redefined the new modern American sportswear category with boldness and promoted empowered, engaged ambitious self-starters ready to take on the world. We focused less on a typical 23-35 demographic, and more on a live life to the fullest psychographic mindset. Selling the American Dream, not through affluence or elitism, but through determination, aspiration and will.

BOSTM Deliverables

  • Business and Creative Strategy
  • Business Modeling
  • Market Research
  • Consumer Identification
  • Precision Positioning and Brand Strategy
  • Product Design & Development
  • Logo Design
  • Packaging Design
  • Creative
  • Collateral
  • Brand Voice
  • Copywriting
  • Photography and Video Direction
  • Merchandise
  • Crowd Funding
  • Connected Commerce
  • UI/UX
  • Web Design
  • Web Development
  • Retail Strategy and Execution
  • Social Media Strategy
  • Funnel Optimization
  • Collabs
  • Attract the Market Strategy
“Soldier has been both a close intellectual partner and highly additive to our internal team. Bobby and Soldier are our team. Their comprehensive Brand Operating System approach has been foundational to launching Under Armour Sportswear, which is expected to do Billions in revenue over the next several years.”
Ben Pruess, President Sports Fashion at Under Armour