UNDER ARMOUR 25th ANNIVERSARY ARMOUR WEEK

A Virtual 25th Anniversary Celebration Event

Since 1996, Under Armour (UA) has remained focused on one mission: “Under Armour Makes You Better.” From how they train to how they compete to how they recover before doing it all again, their purpose is to empower those who strive for more. This ethos is reflective of VIVA’s creative approach to competing and striving for greatness. Since 2018, and after excellent work together on the Virtual Summit, Under Armour teamed up with VIVA again to partner on UA's Armour Week. 

Under Armour’s full team comes together, in-person, once a year for an incredible commemoration: Armour Week. However, for the 25th anniversary of the company, this global day of service and celebration had to be held virtually. It was up to VIVA to create a digital iteration of UA’s most important day of the year. Our goal was to reimagine Armour Day into a week-long virtual celebration geared towards brand guidelines of Excite, Empower, and Inspire for Under Armour's global team.

VIVA had the challenge of bringing 14,000+ UA teammates together for an unforgettable week of bonding, sharing, and celebrating the brand’s anniversary. To do so, we created an engaging virtual event that’s both global in reach and local in tone. It was crucial for attendees to feel valued, connected, and excited to give back – while having fun together.  

VIVA designed a branded logo, event platform, and run of show that made the experience extraordinary, fostering excitement and community. Programming was created that brought to life UA's purpose, mission, and values through experiences that immersed employees into the ethos and spirit of the brand. The celebration was held on a fully customized event platform, specifically designed to align with event branding – graphics embodied the energy and dynamism of the brand. Community impact was made through a culturally inclusive experience that brought people together when things felt far apart. 

Outcome

• Created a first-of-its-kind event that brought together all UA teammates for an impactful, yet fun experience, celebrating the incredible UA Brand 
• Schedule development and curation – M/W/F are focused on the core events of Armour Week where attendees focus their time around key sessions while still leaving time for their busy schedules – T/TH are action days focused on taking ideas and putting them to work for community betterment 
• Live synchronization of virtual events across multiple regions and time zones 
• Content and event curation focused on community impact