Under Armour Basketball

Innovative Apparel Campaign

CP+B BOULDER6450 Gunpark Drive

Boulder, CO 80301

(303) 527-7000

CP+B MIAMI3390 Mary St / Office 300

Miami, FL 33131

(303) 446-9134

Tribal GameS

To create an even greater

sense of tribe, Under Armour

is coordinating pick-up games

for customers via t-shirts. After

purchase, customers can register

their t-shirt number online.

Under Armour’s Tribal Games’

database will determine games

for your team and an opposing

one at your local Armoury. With

one side red, one side black,

unified teams and jerseys will

never be a problem.

FRONT

FRONT

BACK

BACK

JILL & TRINh

miDniGhT maDneSS

To further enhance Coach Lefty

Driesell’s great tradition, Under

Armour has created a new line of

tees that only show at midnight

as a result of hard work. The

moon on this tee doesn’t show

unless it’s dark to demonstrate

the message.

DAY NIGhT

Glow in the dark

JILL & TRINh

harD WOrk never SleepS

Under Armour is depicting

Midnight Madness through

t-shirts containing words only

viewable in the dark. hard

working athletes start practicing

at midnight because that is the

exact minute NCAA regulations

will allow. This tee doesn’t show

its “true colors” until night when

it glows in the dark.

DAY NIGhT

Glow in the dark

JILL & TRINh

VERT TRACKER

JILL & TRINH

Basketball athletes care a lot

about their vertical leap so Under

Armour has made tracking it into

a seamless task. This is a mini

piece of hardware that ties onto

any shoe lace and measures a

player’s vertical leap. The Vert

Tracker then sends the data to

their online Under Armour profile.

muSical heaDbanD

JILL & TRINh

To show Under Armour’s true

understanding of hard work, it

has developed the first headband

for sweat and music that synchs

with an iPod or similar device.

Players can even tune into the

Under Armour Pandora station.

hard work involves lots of alone

time practicing shots. Utilizing

Bluetooth technology, an ear

piece has been inserted into the

band to keep you going through

long practice hours.

The rOOTS Of here

Brandon Jennings didn’t go pro

because he’s just that good. He

made it by never losing sight of

what got him here to begin with.

To embody this message, UA

has created a t-shirt where each

time it’s washed, a bit more of

Jennings’s pro jersey fades to

eventually reveal his high school

jersey beneath.

BEFORE AFTER

washes off

JILL & TRInH

SWeAT BefOre SWAGGer

You don’t get here without

putting in the hard work, long

practice hours and having the

tribe mentality. To portray this

message, UA has launched a

new line of tees that only show

a basketball crown once they’re

heat or sweat-activated.

BEFORE AFTER

JILL & TRInH

WiThin BOunDS

JILL & TRInH

Using spatial technology, UA has

invented a detector that alerts

players when they’re close to

being out-of-bounds. This is

always a controversial moment

arising in games so this device

will up players’ performances by

vibrating in the shoe when it’s

close to the line (before they go

out-of-bounds).

heATeD fOul

JILL & TRInH

Screens, pushing, fouls. These

are controversial moments in

every game. Was it legal or

illegal? To provide clarity in

these situations, UA has created

a jersey that reacts to human

skin. If a hard push or a shove

occurs, someone’s jersey gets

pulled, etc. the hand prints

(evidence) will show.

SWAGGer riGhTS

UA tips its hat to the MVPs, but

also feels for the MIPs (most

improved players) who put in the

hard work and effort to improve

their game. UA will do this

through an MIP Award Program

where high school players are

presented with weekly personal

challenges.

These will be given to the players

via online videos from Jennings

or Walker. Challenges include

activities such as making the

most number of foul shots in 2

minutes or running the greatest

number of suicides in 2 minutes.

Players record themselves and

post their challenges to UA’s site.

The winning MIP receives UA

gear, this t-shirt and a month’s

worth of swagger rights.

FROnT BACK

JILL & TRInH