Under Armour RUSH

Translated UA’s RUSH above the line campaign (ATL) “Find your 1%” by Droga5 into different and cohesive retail activations that drove sales and differentiated the new product line in stores.

Leveraged the architecture of the textile technology (fabric with embedded hexagonal thermo-reactive minerals that absorb and reflect energy back into the athletes’ skin) to create two concept directions.


  • Conceptualized experiential retail touchpoints showcasing the product benefits and leveraging the ATL campaign assets for continuity.
  • Developed the in-store campaign architecture and strategic messaging hierarchy through custom fixtures, digital touchpoints, supportive visuals, and communications.
  • Oversaw and created the global retail design guideline book with merchandising principles, layouts and fixture details.

FITCH / ︎ Nicoló Bernardi