Designing Under Armour's Publishing Platform

Under Armour created their "Connected Fitness" division with the acquisition of MyFitnessPal, MapMyRun, Endomondo, and other fitness-related apps. With these acquisitions came over 140 million monthly users. Under Armour saw this as an opportunity to create a health and wellness news network that could promote their products and eventually sell advertising space to other brands. We were brought in to transform the various blogs and content from several independent brands into one integrated platform.

The result of our strategy was the new platform called "Momentum." Momentum is a design and publication system that connected all of Under Armour Connected Fitness (UACF) under one umbrella, modernized their look, and vastly simplified their publishing process.

Celebrating Community Success Stories

A success story in the UACF community can be anything from lowering your blood pressure to gaining 20 pounds of muscle. To celebrate this we re-branded success stories as "Victories" with a new section of the website dedicated to celebrating the diverse goals of the community.

Becoming A Video-Forward Publisher

Part of our overall strategy for the new "Momentum" platform was to push Under Armour Connected Fitness towards becoming a video-forward publisher. Twelve months after launch, we designed a new video hub for the platform which opened new opportunities for the company to attract advertisers.