Under Armour Baselayer Launch | Experiential Design

Under Armour
Baselayer Launch Campaign Under Armour
Baselayer Launch Campaign

Objective

Hyperactive were tasked by Under Armour to launch their new Baselayer crop top into the heart of Gen Z London culture. The aim was to position the top beyond the sports performance wear space – an area that the brand is more traditionally known for – and connect with the worlds of fashion and music as a fresh, seasonal lifestyle piece.

Strategy

We set out to position the crop top as a versatile piece that could be styled for a range of lifestyle occasions – from the gym to the club, work to socialising and in turn reflecting the multi-facetted lives that define women in London. We partnered with creative women making waves across culture, music, sport and fashion, asking them to style the Baselayer into their daily routines, showing the top as both a functional icon and a stylish statement.

Campaign

We assembled 4 collectives representing North, South, East, and West London, made up of a DJ, a stylist, and a sports community. The talent created their own looks around the Baselayer and tagged their neighbourhoods with QR codes that unlocked access to an exclusive launch event. The Baselayer launch took place in London’s only female-owned boxing gym. The boxing ring was transformed into an iconic stage and each DJ played a hype set that represented the sound of their area, as their collective strutted into the ring, capturing the attitudes and style of women across London. The event was headlined by Eliza Rose, whose unapologetically fresh style and musical direction is quintessentially London, and was attended by a curated list of London creators to amplify the moment across social.

21 million impressions

6 million views

450 social posts

150 influencers