Case Study #2
How Under Armour Won Over Gen Z and Millennial FashionistasIndustry:
Retail
Footwear
Sports
Youth Culture
My role:
Culture strategist
B2B relationship development
Media Sales
Contract negotiation
Cross-functional lead for team of 10
Objective: Drive hype for Under Armour’s most innovative footwear launch – the SlipSpeed.
Summary: Under Armour, known for its athleticwear heritage, faced challenges connecting with younger consumers despite heavy investment in sports marketing. During my tenure at Hypebeast, I saw the opportunity to shift Under Armour’s positioning from a purely athletic brand to a lifestyle brand, creating relevance for this new audience. I led the concept, pitch, and execution of a high-impact go-to-market (GTM) campaign that introduced the brand through a series of culturally resonant moments. This approach successfully reshaped audience perception and drove significant demand, resulting in several product SKUs selling out.
“Loved the vibes of this event, great energy with the crowd that was there.”
“We had a great time and love the new SlipSpeed style!”
Execution:
Who: Hypebeast x Under Armour
What: UA SlipSpeed Sneaker Launch
Under Armour introduced its first-ever dual-function sneaker featuring an innovative slip-on mechanism, inspired by NBA All-Star Steph Curry and designed for young, everyday athletes seeking functional comfort.
When: February – June 2023
Where: Flatiron District, New York City
A retail pop-up in the Flatiron District, strategically positioned near competitors like Nike, Alo, and New Balance to drive brand relevance in a competitive retail hub.
How: Leveraged Hypebeast’s authority in fashion and lifestyle to build excitement and sustain engagement through a 2-part campaign that consisted of the following:
Launch Event: VIP PR event during New York Fashion Week (NYFW)
Influencer Engagement: Collaborated with celebrities, influencers, and VIPs to amplify reach
Content Strategy: Custom editorial pieces and amplification
Digital and Social Media: Organic and paid social media, plus high-impact digital display ads
Retail Activation: On-site activations and local partnerships to create buzz and engage with consumers directly
“Had a great time at the event, it was much different than Under Armour
events I’ve seen in the past.”
Phase 1: Fashion Week Launch
Founder & CEO, Under Armour, Kevin Plank
TV Personality, Gayle King
Phase 2: Local Community
Seen here Philly based graffiti artist @glossblack (30.6k)
Results:
Specific SKUs sold out, driving substantial demand for the UA SlipSpeed
Achieved 13.5 million total impressions, including:
7.4 million in earned media
1.5 million in earned social impressions
Positive brand perception - doubled against initial benchmarks
Editorials on the campaign exceeded benchmarks in average time spent, indicating strong audience engagement
Display media click-through rates (CTR) surpassed industry standards
