UNDER ARMOUR: UA TRIBASE REIGN
“The UA Tribase Reign is Under Armour’s first authentic performance training
shoe that allows proper alignment in all movement” — Under Armour
Services
Graphic Design, Art Direction, and Content Strategy
Project
I was tasked with art directing a product photoshoot and developing key art for both men’s and women’s training that authentically showcases how it feels to train in a functional fitness space with the shoe. All assets created were used on site, social media, or in the media.
Key Consumer Insight
Consumers shopping for a training shoe in this space are very particular ground feel, stability, and full range of motion
The Strategy
In order to communicate the authenticity of the shoe and the strength of the athlete, I combined both aspects: product shot and emotional portrait. The goal was to create a familiar 360 picture of how it feels to train with this shoe that communicates directly to the athlete wearing it.
SOCIAL MEDIA STRATEGY
Created a #uachallenge called “The Pecking Hen” challenge designed to promote the stability of the UA Tribase Reign shoe while testing the athletes balance and lower body strength.
The Challenge:
Pick up a piece of folded paper with your mouth while balancing on one leg. How low can you go?
The Results:
-Tribase was within the top 3 of the top products for all versions/ genders.
-Keyart featured on all global Under Armour Sites including China, Australia, and Indonesia
-1.5M+ views of the challenge and hundreds of participants from all over the world
-The shoe is currently sold out in 3/5 color ways
Art-Director, Graphic Designer, and Content Strategist: Kylia Jackson
Creative Director: Nico Johnston
Art-Director: Gary Distefano
Photographer: FJ Hughes
Copywriter: Samantha Schlemm
