Under Armour

Baselayer

Client

Under Armour

Disciplines

Creative
Design

Under Armour, pioneers of Performance Apparel, enlisted us to rejuvenate their iconic Baselayer. We built on the success of the Protect This House (PTH) design system to enhance the Baselayer's visual and technical appeal. Within a tight five-week timeline, our team redefined the product’s photo-voice, integrating PTH colors, and applying a modern design language. We also updated the typography and introduced a new sticker kit, strategically emphasizing technology as a key differentiator. This comprehensive approach not only reinvigorated the Baselayer but also reinforced its status as the soul of Under Armour.

Cold Gear

Heat Gear

Generic

Clients
  • Global Creative Director: Giselle Archibald
  • Senior Designer, Global Brand Creative: Sarah Seamonson
  • Lead, Digital Design:  Anna Mulry
  • Copywriter: Rayna Jensen
  • Project Manager, Global Marketing Operations: Mason Hoban
LOS YORK Team
  • Founder/ Chief Catalyst/ Director: Seth Epstein
  • Executive Creative Director: Scott Hidinger
  • Managing Director: Melina Osornio-Andrade
  • Creative Director: Serge Kirsanov
  • Art Director: Radu Pose
  • Copywriter: Cori Johnson
  • EP, Brand Partner: Rachael Ehrlich
  • Producer: Danielle Halferty
  • Designer / Animator: Ha Eun Chang, Greg Fisk, Dorian Gourg
  • System Engineer: Rod Thomas