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Under Armour

Creating hard-hitting package design and social media for an international sports brand.

Situation

Under Armour is built on building top athletes. And the best way to hone top talent is to support them at every level, from up-and-coming athletes to seasoned pros. To the end, the global brand tapped The Martin Group to create a templated suite of social media graphics for their top women’s lacrosse player, Taylor Cummings, to promote her camps, clinics and appearances. Under Armour also needed a standout package design to recognize the nation’s best teams across the country. As the most significant and prestigious designation Under Armour can give to a high school program, the “UNDENIABLE” designation recognized the top 40 high school lacrosse programs around the country, and needed an elite package design to deliver the exclusive award.

Solution

Without an existing model to follow and just over a month before the custom seeding boxes for the UNDENIABLE recognitions needed to arrive at each school, we got to work. Designed within Under Armour’s brand standards in mind, the boxes needed to safely and stylishly display a lacrosse head, while being durable enough to hold up in transport. We developed a triangular insert to hold the lacrosse heads inside the box, which was secured inside a removable sleeve that added an extra pop to the reveal, as well as more support and security. The insert had the added benefit of doubling as a pullout display for the heads.

To create equally striking social media graphics for Taylor Cummings’ promotional appearances, we used action-packed photos and her logo, while leaving her appropriate space to customize a message for each appearance.

Results

Greatness recognizes greatness. The exclusive UNDENIABLE seeding boxes were delivered to all 40 schools on time and were a huge hit with the teams, earning much acclaim on social media. Taylor Cummings is currently using her custom social media graphics on Facebook, Instagram and Twitter to push awareness of her myriad events around the country.