Under Armour

We Will

How does a brand rebuild its relationship with the city it calls home — a city that’s developed an entrenched sense of cynicism? For us, the answer wasn’t charity. It was humility. To make a meaningful connection with the people of Baltimore, Under Armour had to ask for their help.

A young man in workout attire, including a black Under Armour shirt, standing with arms extended forward in a gym or fitness studio, with overhead lighting.

A love letter to the city that made Under Armour

A young man wearing a black Under Armour hoodie and pink boxing gloves sitting in a boxing gym with colorful posters on the wall behind him.
An aerial view of a city intersection with residential buildings, trees, pedestrians, and vehicles including a cyclist, a man in a white suit, and a red car. Crosswalks and stop signs are visible.

We worked with Under Armour to develop local initiatives and partnership with citizens and stakeholders throughout the city. Creating a site that showcased these projects and brought the community together to enact change.

Collection of three mobile website screens with images and text about community programs, athletes, and youth initiatives in Baltimore.

The offseason no one wanted

Project Rampart

During the height of the COVID-19 pandemic, Under Armour committed to renovating every public high school gym in Baltimore. Bringing hope to an offseason that seemed like it would never end.

Four young women wearing white basketball jerseys with 'Lady Mustangs' and numbers, standing in a sports locker room or gym, with serious expressions.
An Instagram post on a smartphone displays a woman in athletic attire, with text reading '5,300 STUDENT ATHLETES.' Behind the phone are three Polaroid-style pictures featuring athletes and the words '24 RENOVATED GYM' and 'ONE CITY,' all on a light blue background.

We didn’t want to just shine a light on a meaningful initiative. We wanted to inspire the students who’d ultimately benefit from it.

⭠ Back to work