Under Armour showcased the benefits of UA Coldgear apparel through the world's first Ice Gym, an immersive fitness environment where consumers could test the technology behind UA ColdGear through curated cold-weather workouts activated inside an “igloo.” Under Armour brought the experience to the Nov. 3, 2018 Notre Dame vs. Northwestern college football game—a key platform for the brand, given both schools are sponsored by Under Armour and located in cold-weather cities. The activation marked the 20th anniversary of the UA ColdGear mock turtleneck, the catalyst for the broader product line.
CREDITS:
Agencies: We Are Royale, Red, IMGL, Igloo
Under Armour:
Events: Megan Collins
Creative: Jeff Dudero, Matthew Hoppe
Agencies: We Are Royale, Red, IMGL, Igloo
Under Armour:
Events: Megan Collins
Creative: Jeff Dudero, Matthew Hoppe
