Collaborative Project with Mathisan Paramanathan, Jacob Huong, Shaun Alfonso.
Overview
For this project, we had to choose a brand and create a conceptual, strategic plan for the future of the company. This plan must be in line with their brand essence and values to create a plausible projection for their future. We created a strategic plan for Under Armour concluding that they need to continue to push its innovative ventures in wearable technology so that their products encompass individuals health and fitness in its entirety throughout their day-to-day lives. As well as, needing to push its international and female market to expand their success as they work towards the future of their brand.
Duration
November 2018-December 2018
Role
Research
Collaborative Brainstorming
AR Visual Ideation
Video Storyboarding
Skills
Design Sprints
Conceptual Development
Visual Design Development
Strategic Foresight
Tools
Adobe Illustrator
Adobe Indesign
Adobe Photoshop
Adobe After Effects
Problem
Under Armour is a successful and innovative company. Yet, it still falls short compared to its competitors when striving to reach the international market and the female demographic.
Goals
Our goal was to create a strategic plan that not only addresses Under Armour's pitfalls but also encourages them to further push their innovative ventures in wearable technology. To create an experience with their products that encompass users' health and fitness in its entirety through their day-to-day lives.
Why Under Armour?
"Makes You Better"
“To make all athletes better through passion, design and the relentless pursuit of innovation.”
"To inspire you with performance solutions, you never knew you needed and can’t imagine living without.”
Research
Why?
Opportunity #1
Female Demographic
Under Armour has been trying to push this demographic with campaigns like 'I Will What I Want' and 'Unlike Any'.
This momentum needs to be maintained to establish a solid female customer base.
Opportunity #2
International Market
Using well known figures like The Rock and Gisele Bundchen is effective in getting attention, however we believe Under Armour should push this even further. Having a campaign with famous international athletes would help Under Armour gain popularity from international markets.
Innovative Ventures
Under Armour's passion for design and innovation is what attracted us to them for this project. This was further exemplified as we researched more about Under Armour and their many innovative ventures.
Opportunity #3
UA Connected Fitness
This is a health and fitness network dedicated to helping individuals lead a healthier life. This network allows individuals to track, analyze and share their fitness activity with the world's first social network for athletes and fitness enthusiasts.
The goal is to improve individuals overall health and fitness through an array of apps. From activity, sleep, workouts and nutrition, in the pursuit to make individuals better.
UA Record
MapMyFitness
Tracks activity from runs, rides, walks, hikes and can even map out an individual's route
Endomondo
Analyzes performance and provides audio coaching and training plans. Helps individuals stay motivated by adapting a training plan for their fitness level for continuous progress.
MyFitness Pal
Individuals can log and track their meals and see their progress. Individuals are able to take control of their nutrition, calories, and exercise using the with over 5 million foods in database.
Equipped
Creating a wearable that allows for individuals to run without their phone. These shoes automatically capture data and store for up to five workouts syncing to the UA MapMyRun app.
Connected Fitness System
The scale, wristband and heart rate band help individuals measure, monitor, and manage factors of their health and fitness journey. These items help track individuals' nutrition, sleep, fitness and activity.
Concept Development
Bi•o•mec•trac•tiv•ity
Mobile phones, smart watches, waist bands and even glasses fitted with sensors and trackers to monitor and gather information about the body.
= Clothing Line + Technology
= Derma-tech
The goal is to seamlessly integrate health and fitness into a user's lifestyle by integrating wearable technology into their day-to-day life and everyday products, like clothing.
Market Research
Final Concept
The Future of Under Armour: AR Connected Fitness
The Future of Under Armour: AR Connected Fitness Video
Video Storyboard
