Under Armour
Defy the Physics Brand Campaign
This project showcases my work at an agency where I was brought in to art direct and lead a team in concepting and executing Under Armour’s “Defy the Physics” campaign. The launch centered on breaking expectations for the brand as they introduced a new generation of athletes and spotlighted advanced, lightweight, high-energy-return footwear technologies designed to elevate performance. The creative amplified the idea of defiance by visually pushing beyond physical and brand limitations, positioning XUA as a force built for speed, power, and next-level innovation.
Design Sprint
Brought in under an accelerated timeline, XUA entrusted us with their existing assets and full creative autonomy to help debut a new brand campaign in the absence of internal bandwidth. With a mandate to move fast and push boldly, I led a concept that amplified the brand’s signature “if you know, you know” energy by taking it to its most expressive extreme.
The creative direction reimagined the idea of “defy” beyond physical limits, visually breaking and disrupting the brand itself through overstated, high-impact design moments that explored fracture, tension, and transformation across every touchpoint, positioning XUA’s refresh as both a cultural and visual rupture.
