Under Armour x UA Next London

Under Armour is a global performance brand focused on making athletes better through innovation - with UA Next dedicated to developing and platforming next-gen talent. UA Next lacked a clear content structure, cultural relevance with London youth and a compelling way to showcase the intensity of its high-stakes programme.

We built a 360 platform strategy to clarify the programme journey, grounded it in London culture through creators and pro sports talent and introduced a reality-style format across YouTube and short-form to drive engagement.