Under Armour creates technical and performance apparel for a wide range of activities serving distinct and discerning subcultures. Soldier was enlisted to deliver differentiated retail environments that engage a range of Under Armour consumers, united by passion for their sports. Our operating systems solve for unique challenges. Under Armour both requires a unified design language, but needs to be relatable and resonant to diverse audiences. Soldier brings precisely calibrated solutions that maintain cohesive brand equity and embedded cultural insight to retail.
Hunting or fishing, apparel can make the difference between success and failure. Soldier helped Under Armour become the benchmark apparel manufacturer for big game hunting and fishing with an innovative and aggressive look and feel. We carried that through to retail with a design language that aligns the technical performance attributes of Under Armour, with the grit and natural elements of contemporary hunting and fishing experiences.