Under Armour Boxerjock®
Spring/Summer Collection

An undeniable category leader, Under Armour was the first athletic brand to merge high performance with superior comfort in the men’s underwear market. The UA Boxerjock® line redefined the category, introducing a new generation of undergarments built for everyday performance—whether at the gym, in class, or on the go.

As competitors leaned into performance technology, Under Armour saw a shift in market position. To reinvigorate the category and re-engage a younger audience, we launched a digital-first campaign focused on driving awareness, preference, and loyalty among a new generation of consumers.

Centered on product-driven storytelling, the campaign featured an integrated off-figure approach to showcase the UA Boxerjock® collection. Partnering with photographer Marc Tule, we created bold, technical laydown imagery that highlighted the product’s precision, comfort, and performance. These visuals served as the foundation across digital, social, and e-commerce platforms—clearly communicating key styles, colorways, benefits, and innovations. The strategy influenced purchase decisions and reinforced product value in an authentic, aspirational way, successfully reintroducing UA Boxerjock® as the go-to everyday underwear collection for athletes.