Under Armour

deserves a

Double stand

Under Armour

deserves a

Double stand

Job to be done:
Create a 300m2 premium stand for the biggest fitness tradeshow in Europe for Under Armour’s RUSH collection.
Concept:
The ask was: build 4 areas; a VIP lounge, an activation zone, a recovery area and a 100m2 shop. The total floor area was 200m2 so there wasn’t much space left for the other 3 areas.
Our solution:
Let’s build a second floor. The activation zone had space for 23 numbered UA Rush branded yoga mats. (Yes, you may read that sentence again). Visitors could join the yoga sessions, and upon completion they would be encourage to go on for another 10 minutes till the very last breath. “Find your 1%” was the pay-off of the RUSH campaign. The three best contestants were invited to the recovery room and were rewarded with a professional recovery training from professional training therapists. The store space was covered with glass walls for maximum visibility. The VIP lounge had a big bar, where the invited, mostly clients and athletes could quietly enjoy their drink and talks whilst looking at how other were training.
Fun fact:
During the tradeshow Formula 1 driver Mick Schumacher (Michael Schumacher’s son) was introduced as an Under Armour asset.

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