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Under Armour_


UA Rewards has been a valuable, driving incremental shopping frequency among consumers. The Under Armour brand and strategy has evolved toward a younger, team sport consumer with a more passionate, brand-forward creative expression. Leveraging the “Be A Problem” brand design system, we reimagined Under Armour’s loyalty program’s creative expression to be a badge of honor for Team Sport Athletes—something they’re proud to join, excited to represent, and emotionally connected to.









Client: Los York / Under Armour. Creative Director: Kevin Brainard. Design: Kevin Brainard and Radu Pose. Collaborators: Berni Charadia, Scott Hidinger, Michael Mavian, and Hiro Oni.