Download - Under Armour Basketball
Under Armour Basketball
Innovative Apparel Campaign
CP+B BOULDER6450 Gunpark Drive
Boulder, CO 80301
(303) 527-7000
CP+B MIAMI3390 Mary St / Office 300
Miami, FL 33131
(303) 446-9134
Tribal GameS
To create an even greater
sense of tribe, Under Armour
is coordinating pick-up games
for customers via t-shirts. After
purchase, customers can register
their t-shirt number online.
Under Armour’s Tribal Games’
database will determine games
for your team and an opposing
one at your local Armoury. With
one side red, one side black,
unified teams and jerseys will
never be a problem.
FRONT
FRONT
BACK
BACK
JILL & TRINh
miDniGhT maDneSS
To further enhance Coach Lefty
Driesell’s great tradition, Under
Armour has created a new line of
tees that only show at midnight
as a result of hard work. The
moon on this tee doesn’t show
unless it’s dark to demonstrate
the message.
DAY NIGhT
Glow in the dark
JILL & TRINh
harD WOrk never SleepS
Under Armour is depicting
Midnight Madness through
t-shirts containing words only
viewable in the dark. hard
working athletes start practicing
at midnight because that is the
exact minute NCAA regulations
will allow. This tee doesn’t show
its “true colors” until night when
it glows in the dark.
DAY NIGhT
Glow in the dark
JILL & TRINh
VERT TRACKER
JILL & TRINH
Basketball athletes care a lot
about their vertical leap so Under
Armour has made tracking it into
a seamless task. This is a mini
piece of hardware that ties onto
any shoe lace and measures a
player’s vertical leap. The Vert
Tracker then sends the data to
their online Under Armour profile.
muSical heaDbanD
JILL & TRINh
To show Under Armour’s true
understanding of hard work, it
has developed the first headband
for sweat and music that synchs
with an iPod or similar device.
Players can even tune into the
Under Armour Pandora station.
hard work involves lots of alone
time practicing shots. Utilizing
Bluetooth technology, an ear
piece has been inserted into the
band to keep you going through
long practice hours.
The rOOTS Of here
Brandon Jennings didn’t go pro
because he’s just that good. He
made it by never losing sight of
what got him here to begin with.
To embody this message, UA
has created a t-shirt where each
time it’s washed, a bit more of
Jennings’s pro jersey fades to
eventually reveal his high school
jersey beneath.
BEFORE AFTER
washes off
JILL & TRInH
SWeAT BefOre SWAGGer
You don’t get here without
putting in the hard work, long
practice hours and having the
tribe mentality. To portray this
message, UA has launched a
new line of tees that only show
a basketball crown once they’re
heat or sweat-activated.
BEFORE AFTER
JILL & TRInH
WiThin BOunDS
JILL & TRInH
Using spatial technology, UA has
invented a detector that alerts
players when they’re close to
being out-of-bounds. This is
always a controversial moment
arising in games so this device
will up players’ performances by
vibrating in the shoe when it’s
close to the line (before they go
out-of-bounds).
heATeD fOul
JILL & TRInH
Screens, pushing, fouls. These
are controversial moments in
every game. Was it legal or
illegal? To provide clarity in
these situations, UA has created
a jersey that reacts to human
skin. If a hard push or a shove
occurs, someone’s jersey gets
pulled, etc. the hand prints
(evidence) will show.
SWAGGer riGhTS
UA tips its hat to the MVPs, but
also feels for the MIPs (most
improved players) who put in the
hard work and effort to improve
their game. UA will do this
through an MIP Award Program
where high school players are
presented with weekly personal
challenges.
These will be given to the players
via online videos from Jennings
or Walker. Challenges include
activities such as making the
most number of foul shots in 2
minutes or running the greatest
number of suicides in 2 minutes.
Players record themselves and
post their challenges to UA’s site.
The winning MIP receives UA
gear, this t-shirt and a month’s
worth of swagger rights.
FROnT BACK
JILL & TRInH