"Whenever we go around the globe, we will lead first with our story and bring the people into the best Under Armour experience possible before we ask them to try our performance apparel and footwear."
- Kevin Plank, CEO, Under Armour
Under Armour CEO Kevin Plank tasked our friends at Hush to introduce the brand to China.
Instead of a typical retail approach with a glass facade and mannequins in the window. Hush, Marc Thorpe Design, and AV&C created a pure brand experience, including an explosive 270-degree panoramic projection-mapped film at the end of a shock-and-awe entry tunnel.