Under Armour

THE CHALLENGE

Drive brand loyalty and revitalize campus presence among BU students.

THE INSIGHT

BU students long for a sense of connection and a way to quickly fit in with their peers. Apparel and sports-brand affinity does just that, aligning common interests with shared values and community belonging.

THE SOLUTION

We launched a campaign centered around the concept “Embrace Your Game Face,” expanding into digital billboards, out-of-home bus shelters, jumbotron displays, and short-form video deliverables.