Context

Under Armour needed to stake its claim in China as a premium, training-focused fitness brand by engaging young athletes.

Challenge

Engage retail customers visiting Shanghai’s luxury shopping center, the Jing An Kerry Center, with the biggest, boldest expression of Under Armour’s core values in ways that transcend cultural barriers.

Experience

Under Armour’s “Shanghai Experience” set a new bar for experience-driven retail strategy with a focus on brand storytelling and an unorthodox use of visual media, digital technology and merchandising.