Under Armour. Grind now, glory later.
Problem
Under Armour wanted to target its core audience with a campaign that reinforced the brand’s ethos: the hard work comes first, the rewards come later. The challenge was to design assets that captured grit and intensity without losing clarity when applied across large-scale formats in the European market.
Approach
Working with the internal design studio at 72&Sunny, we developed a visual system rooted in raw training energy. Layouts prioritized athletes in motion, sweat, and effort, paired with a bold typographic treatment of the line “Grind Now, Glory Later.” The design needed to be versatile—equally impactful on billboards, transit posters, and digital placements.
Solution
The resulting campaign assets created a consistent, product-driven design language that elevated Under Armour’s core values. By balancing bold visuals with a clear modular system, the work gave the brand a unified presence across Europe—communicating resilience and authenticity at every scale.
Campaign Concept & Visual System: Designed assets around the core line “Grind Now, Glory Later,” expressing Under Armour’s ethos of hard work before reward.
Athlete-Focused Layouts: Built compositions emphasizing sweat, motion, and intensity to connect with the brand’s dedicated training audience.
Collaboration & Production: Partnered with 72&Sunny’s internal design studio to adapt and refine the creative for European markets.
Cross-Format Application: Delivered a modular system of assets optimized for billboards, transit, and digital platforms—ensuring consistency at every scale.
