Under Armour Underground

The assignment was to come up with a concept activation event for a brand that we thought was struggling. I chose to go with Under Armour and try to have them resurge as an "underground" brand, by quite literally throwing a festival underground. 

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The festival would take place in the caves of Melbourne, Australia and feature a number of underground artists. They would also be partnering with other brands in this festival who are not the leading brand of their industry, almost like a collective of underdogs. ​

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In my presentation I featured a full site map, setlist, and specific brand partnerships to give the concept a more realistic delivery. In addition, I added a collaboration with Supreme, which is another brand I feel that is struggling.