- Content
- Design
The Future of Under Armour Comes to Life
The spirit of Baltimore fuels Under Armour. And when the brand was planning to expand its corporate campus in its hometown, they knew they had to get the messaging right. Hiker worked with the brand’s communication’s team to develop a content strategy for serving up stories about the new campus to key stakeholders across multiple audiences. We then wrote, produced, animated, filmed, edited, designed and delivered a suite of content to share the story of Under Armour’s new home. All united in the brand’s undeniable voice and fighting spirit.
We laid the foundation with a storytelling workshop. Over 70 leaders from across Under Armour’s team participated in the session where we brainstormed ideas about our different audiences and how to reach them. The workshop was fun, interactive, and generated a ton of ideas for how to tell our story.
From the workshop, we built a content strategy designed to tell a unified story tailored to key audiences including Under Armour teammates, Baltimore civic and political stakeholders, new hires and talent, and the wider public. Our goal was to excite and engage each audience across a range of content including digital, video, and experiential.
To bring the new campus to life, we created an interactive, gamified experience of the future campus. Working closely with Under Armour’s engineering and architecture firm, Hiker created high-fidelity 3D renderings that allowed users to experience the campus in an immersive environment. Users could run around the campus and learn about features of the environment. The experience was premiered at Armour Day – an exclusive event for Under Armour teammates.
Hiker also produced a brand anthem video that captured the voice and spirit of Under Armour and the brand’s commitment to the city of Baltimore. Featuring athletes and teams local to the city, the film was screened at events and meetings with city officials and stakeholders around the city.
To attract top talent to the new Under Armour campus, Hiker produced a series of docustyle videos featuring Baltimore based Under Armour teammates. The videos highlighted the best that Baltimore has to offer, giving an insider’s perspective on what it’s like to live and work in Baltimore.
But it wasn’t all flashy videos and games. We also wrote, designed, and animated detailed infographics about the sustainability efforts of the new corporate campus. Sharing detailed information in an elegant and digestible way with interested audiences can be a crucial element of any content strategy.
For a brand like Under Armour, stories matter. And getting the right message across to the right audience at the right time in the right tone can make or break a brand. We at Hiker are proud to have played our part to help with a home team win.
