UA Fish Seasonal Creative & Marketing
Brand: Under Armour Outdoor
Role: Global Brand Marketing Manager, Global Creative Director
Type: Marketing & Creative Direction
Year: 2024 - Present
In order to capitalize on fishing's rising popularity post-COVID, we seized the opportunity to merge innovation with aspiration. Fueled by a recent NPD market survey revealing a staggering 2.7 million increase in fishing participants annually, it became evident: fishing has emerged as the most aspirational outdoor activity amongst entry-level outdoor enthusiasts.
Coinciding with this surge in popularity, UA Fish rebuilt its groundbreaking Iso-Chill fabric from the ground up, setting a new benchmark in fishing apparel technology. Feather-light, extremely breathable, and irresistibly cool to the touch, it promises a revolution in angler comfort and sun protection with UPF ratings exceeding the highest measurements.
Our challenge? To spotlight these advancements in an aspirational lens, capturing the essence of fishing's allure across two iconic landscapes: the saltwater expanse in the Gulf, and the freshwater haven in the Southeaster US. And as UA Fish embarks on its inaugural journey into lifestyle fishing apparel, our task expanded beyond performance products to cultivate a captivating visual narrative for the Lifestyle Fish category.
So, armed with data-driven insights and a commitment to a narrative of innovation, we partnered with Idea Ranch and embarked on a journey to redefine fishing's appeal, elevating UA Fish as the epitome of style, performance, and aspiration.
Creative Direction
All New Iso-Chill: To start, our creative approach revolved around the theme of HOT + BRIGHT, visually depicting the unparalleled qualities of the all-new Iso-Chill fabric. Through vibrant imagery, we conveyed its attributes as the lightest, most breathable, and coldest fabric ever produced by Under Armour.
Saltwater
Teaming up with a renowned guide service in Baja Mexico, we captured the thrill of rooster fishing in the surf and offshore. This rugged sport demanded extreme athleticism, perfectly showcasing the utility of Iso-Chill in scorching conditions. Our visuals captured the intense heat, radiant light, and vivid waters synonymous with equatorial fishing.
Freshwater
Venturing into the heart of bass fishing country around Auburn University, we partnered with rising stars Reece Tremaglio and Reagan Mills from Auburn’s collegiate bass fishing team. Against a backdrop of hot, bright days, we highlighted the aspirational journey of these young anglers as they prepared for their upcoming season.
Lifestyle Fish
Expanding beyond the act of fishing itself, we crafted authentic narratives around the lifestyle associated with the sport. From post-fishing dinners to loading up for a day on the water and savoring moments of relaxation, our imagery celebrated the holistic fishing experience.
Content Deliverables
Our multi-faceted campaign was brought to life through various channels:
In-store imagery to immerse customers in the fishing lifestyle.
Compelling social content, including launch visuals and ongoing brand awareness posts.
Email blasts to engage our audience directly.
Social media promotions, both paid and organic, to amplify our message.
High-impact imagery on the Under Armour website, spanning homepage banners to product display pages.
Eye-catching paid media banners to further extend our reach and drive engagement.
