Under Armour | Reaching Female Influencers
Led creative strategy and development of Under Armour's first female influencer program, targeting female entrepreneurs to expand brand reach beyond fitness into athleisure category and connect with aspirational female audiences.
Role: Creative Director
Insight: Under Armour was pigeonholed as a fitness-only brand while athleisure was exploding - female business owners who embodied excellence in both fitness and career could authentically bridge this gap and introduce the brand to aspirational audiences beyond traditional athletics.
My Approach: Identified strategic influencer demographic targeting groundbreaking women who balanced fitness passion with career excellence, expanding beyond traditional athlete partnerships. Designed premium monthly experience featuring luxurious inspiration boxes with curated apparel and sophisticated brand guidebook. Created Instagram-optimized unboxing experience with boxes that fell flat when opened, enabling influencers to beautifully document contents for their social followings. Developed elevated brand aesthetic using white and holographic silver palette to convey timeless femininity and luxury positioning in athleisure market.
Results: Successfully launched Under Armour's first female influencer program, establishing new marketing approach for the brand. Created scalable monthly engagement model that sustained ongoing brand relationships and content generation. Elevated brand perception in athleisure category through brand partnerships, apparel, and premium experiences.
Role: Creative Director
Insight: Under Armour was pigeonholed as a fitness-only brand while athleisure was exploding - female business owners who embodied excellence in both fitness and career could authentically bridge this gap and introduce the brand to aspirational audiences beyond traditional athletics.
My Approach: Identified strategic influencer demographic targeting groundbreaking women who balanced fitness passion with career excellence, expanding beyond traditional athlete partnerships. Designed premium monthly experience featuring luxurious inspiration boxes with curated apparel and sophisticated brand guidebook. Created Instagram-optimized unboxing experience with boxes that fell flat when opened, enabling influencers to beautifully document contents for their social followings. Developed elevated brand aesthetic using white and holographic silver palette to convey timeless femininity and luxury positioning in athleisure market.
Results: Successfully launched Under Armour's first female influencer program, establishing new marketing approach for the brand. Created scalable monthly engagement model that sustained ongoing brand relationships and content generation. Elevated brand perception in athleisure category through brand partnerships, apparel, and premium experiences.
