Under Armour: Running & Women’s

Under Armour partnered with Hypebeast and Hypemaker to create a library of original assets for its owned channels, focused on the brand’s Run and Women’s categories. The goal was to take performance product beyond traditional athletic marketing and present it through a more niche, culturally relevant and fashion-forward lens.

Across a two-day production, the Run creative brought the product into an urban environment, combining movement, group running, editorial portraiture and detailed product moments. The Women’s campaign leaned further into the intersection of performance and personal style, pairing training-inspired imagery with elevated styling, beauty, accessories and studio portraiture.

The final campaign included six original video assets alongside a broader library of photography, giving Under Armour a versatile mix of motion, lifestyle, editorial and product-focused content to use across its owned channels.

I managed the project from the client-services side, acting as a key liaison between Under Armour, Hypemaker and our internal Hypebeast teams. I helped translate the client brief into actionable next steps for the creative and production teams, coordinated timelines and schedules, managed rounds of feedback and approvals, and kept stakeholders aligned from pre-production through final asset delivery.

My role was ultimately to make sure the creative ambition, client objectives and production realities stayed connected throughout the process, while keeping the project moving on time and ensuring the final work delivered against the brief.