PARTNER: UAS   //   PROJECT: 2016 Brand Launch



Movement Strategy was selected as the social media agency of record for the launch of Under Armour Sportswear, a new take on Modern American Sportswear from creative director Tim Coppens and Under Armour.

The brand was launched at the 2016 NYFW.



Collection 01 Photoshoot

Working with fashion photographer Sloan Laurits and stylist Tom Van Dorpe we brought the brand to life over a two-day period at Bronx Community College and released some of the first glimpses of the brand through Snapchat and Under Armour’s first ever Instagram story. 




Ahead of fashion week we launched the UAS Instagram, a living and breathing look book, changing with the seasons and evolutions of the brand. 


Universal. Limitless. The elevated Meters Track Suit. #UAS #BeyondAmbitious

A photo posted by UAS - Under Armour Sportswear (@uas) on

Innovatively lightweight, the Transparent Parka is built for fast, modern functionality. #BeyondAmbitious #UAS

A photo posted by UAS - Under Armour Sportswear (@uas) on

#UAS—Modern American Sportswear built for the #BeyondAmbitious generation.

A photo posted by UAS - Under Armour Sportswear (@uas) on

#UAS is made for the #BeyondAmbitious.

A photo posted by UAS - Under Armour Sportswear (@uas) on


Secret Showroom

We wanted to give some of the world’s premiere tastemakers that had descended upon New York for NYFW a glimpse of the brand before the official premiere and let them walk out with some pieces. To accomplish this we created a secret showroom on the Lower East Side and invited influencers to swing by in between shows. 

Through this we had the right people seeding content on their social channels building anticipation for the upcoming fashion week presentation.



Outfitting the Photographers

We outfitted three top female street-style photographers with UAS during NYFW which they documented through their social channels driving exposure for the brand and respect within the industry.


In partnership with UAS 📸 by @melodiejeng outside the @uas #NYFW show #SS17 #FashionWeek #StreetStyle #BeyondAmbitious

A photo posted by Carola de Armas 📸 (@caroladearmas) on

#BeyondAmbitious outside the @UAS show at NYFW. Photo by @asiatypek in partnership with UAS.

A photo posted by Melodie Jeng (@melodiejeng) on

#beyondambitious | in partnership with @uas thank you @caroladearmas for 📷 #nyfw #underarmoursportswear

A photo posted by 📷 by Asia Typek (@asiatypek) on



For the NYFW event, we wanted all eyes on our social handles for anyone who couldn’t attend the show. To help accomplish this we worked with influencers to take over our Instagram and Snapchat handles, each showing a unique perspective of the event and promoted to their audience while outfitted head-to-toe in UAS gear.


The model stole my look! #UAS #BeyondAmbitious -@stopitrightnow

A video posted by UAS - Under Armour Sportswear (@uas) on

Sonic welded quilting and woven reflective threads. #UAS #Beyond Ambitious -@stopitrightnow

A video posted by UAS - Under Armour Sportswear (@uas) on



The press and social buzz generated leading into and throughout fashion week softened the ground for our team to lead a cohesive direct response media campaign across platforms to drive product sales. This was paired with the first ever shoppable 360 video which our team concepted, produced and launched within 36 hours of the show.



Currently social is leading all channels in acquisition and things are just getting started. Stay tuned for Collection 02!