Soldier served as agency of record for the launch of three very convergent categories for Under Armour including Mountain, Hunt and the bad ass Tactical division for the Baltimore based performance-based sports brand. Soldier worked to uniquely position and discern three rogue categories lead by Under Armour's co-founder Kip Fulks.
Soldier executed a complete system of marketing communications that brought skier and rider perspective to every facet of the experience. Soldier helped Under Armour become a four season phenomenon through impactful product and technology storytelling, culturally relevant art, and pitch-perfect tone of voice.
On the hunt, apparel can make the difference between success and failure. Soldier helped Under Armour become the benchmark apparel manufacturer for big game hunting with an innovative and aggressive look and feel.
Always Lethal messaging and typography drew inspiration from the broadhead of modern arrows, with iconography and collateral systems demonstrating the technological sophistication of Under Armour for the hunt.