UNDER ARMOUR | DARBOTZ COLLECTION
PARTNERING under armour WITH A RENOWNED STREET ARTIST TO LAUNCH A NEW running collection to a YOUNGER, CULTURE-FIRST AUDIENCE.
Brand Strategy | Creative Direction | Content Direction
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RUNNING COLLECTIONS CAN BE BORING…
…so how about partnering with a street artist in the design of the collection and creating a story aimed at attracting a younger, more culturally-aware demographic…?
THE COLLABORATION
Partnering Under Armour, known as a global leader in athletic performance apparel & footwear, with Indonesian street artist Darbotz, known for his bold and very recognisable style, to create a collection that combines technology with design.
THE COLLECTION
For Darbotz, going out to paint is like releasing the monster inside. There is a jungle out there that needs to be conquered. He paints. Runners run. But the mindset is the same - they are all escaping reality, getting out into the wild, taking to the concrete jungle and overcoming all obstacles in their way.
THE STORY
The collection was born out of the need to escape reality. It’s a story based in a concrete jungle. A story of people unleashing their alter-ego. This sounds like a comic book story.
THE STORES
Bringing this to life through retail gave so many opportunities to have fun, from the Into The Wild characters to the comic-book call-outs.