UNDER ARMOUR
Hype Headquarters
Hype Headquarters
OPPORTUNITY
Under Armour wanted to address the decline in girls’ participation in sports. Self-conscious body image and lack of role models were barriers preventing 8 to 12-year-old girls from continuing to play.
IDEA
We created the Under Armour “Hype Headquarters,” an immersive experience to help young female athletes break down barriers and build up confidence.
The Philadelphia experience featured six spaces designed around confidence-building activities. Guests passed through the Tunnel of Positivity, found their game-day hairstyle, got the perfect sports bra fit, and selected their own walkout song to get them hyped for the game.
U.S. team pro softball player Rachel Garcia, three-time Olympic gold medalist Heather Mitts, and fitness coach Ariel Belgrave joined groups for drills, games, and one-on-one advice and hype sessions.
IMPACT
Inspired 400+ guests to build their confidence in sports
"Hype Headquarters" Case Study
