A beautiful ad campaign for Under Armour by Wedge & Lever in San Francisco.

Marking a pivotal moment in UA/u2019s shift toward/u00a0lifestyle-meets-performance sneakers, the Fall/Winter /u201917 lifestyle release/u00a0required an alternative approach to the brand/u2019s traditional campaigns. The challenge was to channel their existing performance DNA in a way that felt authentic in this crossover space. The strategy needed to encompass messaging and visuals that would create new energy and breakthrough the cynics.

The studio drew inspiration from the unique look of the marquee sneaker's/u00a0mid-arch support. Its perforated accents are visually reminiscent of stadium lights and scoreboards, as well as materials found in urban environments. This look served as a visual thread connecting/u00a0UA/u2019s performance DNA, the lifestyle component, and the shoes.

A cohesive system of icons, textures, and messaging was developed for each sneaker based on its unique characteristics. All of the messaging featured an /u2018Un/u2019 prefix, which phonetically called back to Under Armour and served as a subtle nod to pivotal turning points in sport and culture.