Working alongside the Under Armour China team and led by the Under Armour US creative team, we combined interactive technologies, brand content and social media to help generate brand awareness in the Chinese market. After an initial successful launch event in Beijing, the experience expanded into a national tour across China.
Creative Direction
Brand Experience
Interactive Design
Visual Design
At the time of the project, Under Armour was still relatively new in the Chinese market, so the goal was to introduce people to the brand in an unforgettable and immersive way, showcasing the superior technology of Under Armour's products.
The exterior structure creates a bold first impression, highlighting the brand's hero athletes and inticing guests to discover what's inside.
After the initial launch event, the structure was modified to be reusable, utilizing a modular design that could be broken down, transported and reassembled at multiple destinations across the country where Under Armour retail stores are located.
The experience takes place across distinct areas where users connect via social media, learn through immersive brand video, and engage through an interactive product showcase.
The experience begins in the onboarding area as users "check in" by connecting to Under Armour's social channels.
Groups are then guided up the entrance tunnel (in the same way a sports team enters a stadium) and into the video room featuring an immersive floor-to-ceiling cinematic experience, localized for Chinese audiences.
Finally, guests enter the product showcase area where they engage hands-on with Under Armour products through multiple interactive technologies.
Interactive display cases utilize transparent touch screens to guide users through product stories and key features across each product line.
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