United We Win: The Series + Collection
As a global sportswear brand, Under Armour is responsible for tackling social issues that impact their customers and the world. In that spirit, I co-led a team that designed, produced, and created the digital strategy for several of our United We Win Franchises, including Pride 2018, United We Win Black History Month 2019 and Women’s History Month 2019. In addition to managing crisis communications in collaboration with our customer service and executive teams, I also led social media strategy and oversaw our creative agencies. I also prepped UA Athletes (Lindsey Vonn, Kenny Stills) for interviews, constructed changing narratives on the go, and (when necessary) negotiated with UA partners (NFL, New Era) for content rights.
Results
Drove traffic to UA.com which resulted in a sold out footwear line for Pride 2018.
Strategy and products for 2018 UA Pride Collection were featured in several publications including: Baltimore Business Journal, Vibe.com, Men’s Health, GQ, Pop Sugar and the Baltimore Sun.
Under Armour’s collections and commitments were featured in media as examples of how to engage with underserved and under represented communities.
Gained over a million views on YouTube and Instagram.
