Under Armour
Footwear Experience
In 2018, footwear accounted for approximately 20% of Under Armour’s total revenue, with growth primarily driven by the running category—highlighting the brand’s strategic focus on performance. To build on this momentum and better communicate innovation at retail, we reimagined the global footwear story as an immersive, visually led experience. Collaborating with strategists, product line managers, visual merchandising, and factory teams, we created a scalable and modular system that brought the footwear design process to life—integrating technical graphics, designer sketches, deconstructed components, and dynamic athlete photography. Framed around key questions—How do feet move? How are shoes made? How can footwear empower human performance?—This storytelling approach connected innovation to athlete needs and reinforced Under Armour’s position as a true performance footwear brand.
Piloted in 2019, this footwear experience was rolled out in select flagship locations in the US, Shanghai, Beijing, Tokyo, and Dubai.
From Prototype to
Production
Footwear design at Under Armour was an iterative, cross-disciplinary process aimed at delivering products that were truly “Buy Ready.” Product Lifecycle Management set the strategic vision; Biomechanics offered performance insights; and Consumer Insights provided key market data. The Design team translated this input into silhouette, color, texture, and materials—working closely with Footwear Material Developers and Development. Each phase built on the last to ensure the final product met both performance and consumer expectations.
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Once a model reached the Buy Ready stage—it was handed off to Footwear Engineering to scale the design across the full size range and ensure it could be reproduced with consistent, commercial-grade quality.
Bridging Innovation and
Consumer Connection
In partnership with Product, Brand Marketing, Visual Merchandising, and Store Design, a global consumer-facing strategy was developed through an iterative design process. Aligned messaging and visuals told a cohesive story from concept to market—brought to life with etched designer sketches, deconstructed components, performance data, seasonal photography, and clear messaging hierarchy. These elements captured the intersection of design and human performance in a dynamic and impactful way.
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Photography captured the emotional intensity of human performance, drawing viewers into the moment. Athlete and detailed footwear imagery was overlaid with data graphics, adding authenticity, depth, and technical precision. This fusion of visuals elevated the storytelling, bringing a distinctly human element to complement the three-dimensional design language.
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The overall footwear experience was shaped through strategic store zoning, rapid prototyping, buildouts, and integrated merchandising—each phase refined to add dimension to the space and provide context for product presentation and storytelling flow. The result was a layered, immersive environment built around a modular, scalable, and evergreen system that established a clear hierarchy while preserving the core narrative of design innovation and human performance.
Credits
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Leadership Team
Kristian Espinosa
Director, Consumer Experience DesignAttica Jacques
SVP, Global Brand ManagementBrian Boring
VP, Global Brand CreativeDesign Team
Nathan Grundhauser
Design Director, GraphicsTodd Hoffman
Design Director, Environments
Katrina Keane
Graphic DesignerJosh Sadowsky
Senior Manager, Brand Voice & Copy -
Leadership Team
Natalie Burke
Director, Global Visual MerchandisingJosh Denton
VP, Global Store DevelopmentBrent Freeman
Senior Director, Global Visual MerchandisingSarah Wexler
Director, Store DesignDesign Team
Patrick Dougherty
Senior Manager, Global Visual MerchandisingAlexa Yoon
Lead, Store DesignHenry Ramirez
Manager, Store Development