At a critical moment for the brand, Under Armour needed to ensure its values were not only clear but lived and felt across the organization. It was a time to re-establish trust, strengthen connections, and build a culture grounded in shared purpose. The goal was to define a universal framework that could guide teams globally while inspiring locally.

First up was a comprehensive values playbook that distilled UA’s mission, vision, and cultural principles into a clear, actionable system. The visual language was designed to feel unmistakably core to the UA brand, bold, athletic, and enduring, ensuring it would stand the test of time while resonating across regions, categories, and channels.

To embed these values into the company’s DNA, the visual direction was then executed across a range of touchpoints including launch presentations, campus signage, custom notebooks, apparel, and more, turning the guidelines into a tangible, everyday presence. The result was more than a manual; it became a rallying point for a brand committed to making athletes better, everywhere.