Under Armour Will Finds A Way — Kristian Espinosa

Under Armour
Will Finds A Way

Narrated by Dwayne "The Rock" Johnson, the year-long Will Finds a Way global campaign and retail activation celebrated athletic resilience through the powerful stories of eight international athletes—each defined by triumph, adversity, and determination.

Led the multidisciplinary design studio in the development of a comprehensive and scalable integrated campaign. In partnership with global brand marketing, retail marketing, store development teams, and agency collaborators at Droga5, the team established a robust visual language—including campaign identity, brand voice, and imagery. Each element was meticulously crafted to scale across regional markets, channels, and consumer touchpoints.

The resulting design system was executed seamlessly via digital, social, out-of-home, and retail environments. Through consistent storytelling at every brand interaction, the campaign strengthened global presence, drove consumer engagement and product sales, and maintained cultural relevance across key regions including EMEA, LATAM, and APAC.

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Credits

Leadership Team
Elise Conway
Chief of Staff to SVP, Brand Management
Julian Duncan
Senior Director, Global Brand Management
Kristian Espinosa
Director, Consumer Experience Design
James Michelfelder
Director, Brand Photography & Production
Adrienne Lofton
SVP, Global Brand Management

Brian Boring
VP, Global Brand Creative
Campaign Team
Alexandar Aquiar
Photographer 2, Brand Photography & Production
Bené Eaton
Sr. Lead, Global Brand Management
Nathan Grundhauser
Design Director, Consumer Experience Design
Todd Hoffman
Design Manager, Consumer Experience Design – Retail Environments

Elena Howland
Graphic Designer, Consumer Experience Design
Nik Jung
Photographer 1, Brand Photography & Production
Rachel Link
Photographer 1, Brand Photography & Production
Eleni Polites
Campaign Manager, Global Marketing Operations
Alex Porter
Associate Manager, Brand Voice & Copy
Meg Tiffany
Design Director, Consumer Experience Design & Digital
Retail Leadership Team
Natalie Burke
Director, Global Visual Merchandising
Matthew Mol
Senior Director, Global Visual Merchandising
Retail Team
Erica Page
Lead, Global Visual Merchandising
Patrick Dougherty Ramirez
Lead, Global Visual Merchandising
Felix Richter
Executive Creative Director
Brandon Pierce
Group Creative Director
Ray Smiling
Creative Director
Becca Pottinger
Sr. Copywriter
Sam McCluskey
Sr. Art Director

Verizon Product Expression

Under Armour Brand House Amsterdam Flagship