Project 1

Under Armour Footwear

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Under Armour Footwear Design
2022 Spring 14 Weeks Project

Fashionable cross-country running shoes that represent Generation Z's life attitude.

# Disclaimer notice: This project is a private design project of student. Any company, organization or individual shall not modify, steal information, plagiarize and do other illegal activities without authorization. Violators will be prosecuted.

INTRO & MARKETING / RESEARCH

UNDER ARMOUR FOOTWEAR: MOOD COLLAGE

The Visual Story:

Color:

Darkness, glowing orange, sunset orange, organic rivers of blue, yellow and red violet

Surface: Reflection,shiny leather, holographic, shine

Form:

Tech based, grunge, gothic, sharpness, complex

UNDER ARMOUR FOOTWEAR: WGSN COLLAGE

WGSN TREND MEN’S

AWESTRUCK A/W 22/23

Technology has enabled us to shrink multiple worlds and identities into our screens, but has it also shrunk our humanity? Awestruck celebrates a recalibration towards tech that inspires wonder and warmth, and science that stirs emotion. The disruption of the pandemic has fast-tracked technology as both a necessity and an escape, but it has also offered a glimpse of how much more it can be. With designers forced to conceptualise digitally, a fresh creativity is emerging that transcends physical limitations and further erodes distinctions between real and virtual, ancient and futuristic. This is the new forefront of fantasy, science, and magic in the metaverse.

UNDER ARMOUR FOOTWEAR: MARKET RESEARCH

Fashionable Cross-Country Sneakers

Owning a pair of cool cross-country sneakers is the dream of every outdoor sports enthusiast. Cool cross-country sneakers not only represent fashion, but also an attitude towards life. Release yourself, back to nature, pursue excellence and move forward bravely.

Customer Research

Generation Z

Age: 10-25

Gender: Unisex

Income: Average 5k-15k

Generation Z is a generation full of doubts in the eyes of the older generation. They are paranoid and do not admit defeat. Also, they are positive and willing to show their unique personality and cognition anytime, anywhere.

Sales Method

- Using Mobile POS ( Point of Sale )

- Web Store

- Mobile Apps

- Media: Facebook, Instagram, Tiktok

- Physical Sneaker Stores

Brand Comparison

MLO Shoes are High-fashion luxury sneakers which designed for your unique style & comfort. They don't make any noise when walking. Reasonable matching of design and color makes it suitable for any trendsetter!

Price range: $60-$200

ASICs is an athletic gear company that's well known for producing high quality running shoes. It makes you run fast and flexible. Its design allows you to easily switch between roads, dirt roads and mountain roads.

Price range: $15-$200

Boost shoes have been thoroughly tested, down to the particles that make up the boost sole, to give buyers the most comfortable running sneaker on the market. It offers excellent responsiveness and bounces from its BOOST midsole. Most importantly, the Boost is sexy and it's ready to perform. This is what we consider a top-tier long-distance running shoe, which will last you 300-500 miles.

HISTORY OF UNDER ARMOUR

Under Armour is a sporting goods company in the United States, mainly selling sportswear, accessories and casual wear. The company began selling shoes in 2006.

Kevin Plank founded this brand in 1996. He wanted to design some sportswear more suitable for athletes or sports lovers, so he exhausted his savings of $16000. He was penniless for a time. Finally, this brand became today's Under Armour.

BRAND VALUES

LOVE ATHLETES / STAND FOR EQUALITY / CREATE FEARLESSLY / STAY TRUE / THINK BEYOND / FIGHT ON TOGETHER

MARKETING STRATEGY

In 2019, Under Armour invested $579 million in promoting technology, focusing on sports partnerships, celebrity endorsement, and online communication.

In 2022, Under Armor hopes to increase advertising spending to 12% of its global revenue (about $632 million) and confirms that its marketing portfolio will become more diversified to strengthen brand positioning. Most of Under Armour's marketing efforts are aimed at building a close community and sharing its corporate values between consumers and sports lovers.

VISION

"To inspire you with performance solutions you never knew you needed and can't imagine living without."

UNDER ARMOUR FOOTWEAR: MATERIAL RESEARCH

AOFEI Rainbow Reflective Fabric Holographic Fabric

Hand wash only

Material: Chemical fiber. It can remain its fluorescent property after wash.

Price: $19.99

Source: Amazon

When lights flash on the cloth, the cloth reflects 6 colors just like rainbow. It can be used to make sports clothes for its reflective feature. You can go night running with clothes in this fabric. Once the car lights flash on you, your cloth reflects the lights back to the driver. Car drivers will be careful not to drive near you, which reduces the risk of accident during night running.

Micro Mesh Jersey Fabric

Machine wash / Hand wash

Material: 100% Polyester

Price: $4.95

Source: www.picotextiles.com

It is made of the highest quality fabric, which is designed to be highly breathable against warm temperatures and carries an open weave knit design with medium sized holes. Best used for creating sports apparel and uniforms for sports and can be crafted for many more custom jersey uses.

EVA (Ethel Vinyl Acetate) Foam

Hand wash

Material: A co-polymer of ethylene (C2H4) and vinyl acetate (CH3CO2CHCH2)

Price: $0-$50

Source: Jinyi Shoe Materials

There are great EVA sole advantages for your feet. EVA midsoles provide stability against your foot. It provides cushioning and rebound, and it helps protect the foot from feeling hard or sharp objects.

Polyurethane Fabric

Hand wash

Material: PU

Price: $3.20

Source: Alibaba.com

Polyurethane fabric is a waterproof fabric. It is lightweight and extremely durable. These fabrics are used in several industries, from medical companies to the manufacture of active wear.

COLOR / SURFACE

Mood collage / Swatches