Brand: Under Armour Freedom

Role: Global Brand Marketing Manager

Type: Strategy

Year: 2022 - Present

Brand Strategy

Brand Marketing

Account Marketing

Creative Direction

Digital Marketing

Content Strategy

Social Impact

A whole lot of teamwork

Freedom products are primarily limited to in-store wholesale clothing fixtures, point-of-purchase signage, and magnetic fixture add-ons. Apart from that, there is a lack of messaging and brand voice around Freedom – with most marketing material leveraging only the Freedom mission statement: To support & inspire the brave men & women dedicated to protecting us every day.

Through cross-functional work and support, we aimed to increase the mid-funnel awareness of the UA Freedom brand through a new strategic messaging system focusing on the giveback opportunities for the platform in the community - which many consumers still need to learn.

Create strategic and consistent messaging in a campaign that allows us to control the narrative around the category while driving growth of the UA Freedom Collection through holistic marketing activation in DTC and Wholesale, expansion of physical footprint in stores, strengthened retail and philanthropic partnerships, and maximized community impact.

• We developed a brand new messaging system that ties back to the primary mission statement of the platform while emphasizing the partnerships we support.

• We collaborated with the two most significant philanthropic partnerships, Travis Manion Foundation and Team Rubicon, to produce imagery highlighting seasonal hero products with boots-on-the-ground volunteer members.

• We implemented an omnichannel marketing campaign across digital and physical channels to keep current customers engaged and drive repeat business, informing new customers of the program's giveback.