A concept Design of a helmet for cycling demonstrating industrial design abilities

Under Armour Fast Branding

By introducing the Under Armour Fast sub-brand, we strategically position the company to tap into the robust and expanding markets for high-performance gear within extreme sports. The global cycling wear market alone is projected to reach over USD 12 billion by 2032, with segments like performance apparel and protective equipment showing consistent growth. 1 Similarly, the mountain bike apparel market, valued at over USD 3.6 billion in 2023, presents a significant opportunity. 2 By focusing on technologically advanced helmets, specialized uniforms, and cutting-edge eyewear, coupled with a unique support ecosystem, Under Armour Fast is poised to capture a meaningful share of these dynamic markets, driven by increasing participation, safety awareness, and the demand for innovative athletic solutions.

(2020)

Introduction to a new Market share

Introduction to a new Market share

25%
Introduction to a new Market share
N/A
Project Budget
1
Team Members Involved

Under Armour Fast Branding

The Under Armour Fast logo features a bold, vertically stacked "UA" monogram in a clean, modern sans-serif font. The "A" is uniquely integrated with the "U," creating a strong, enclosed shape. This design feels contemporary and tech-forward, suggesting performance and a focused intensity. It represents a sub-brand built for speed, protection, and pushing boundaries in the realm of high-performance sports.

Project
Branding
Client
06
Production
(2023)
Live
http://goabovedesign.com

We envisioned the creation of "Under Armour Fast," a dynamic sub-brand dedicated to the extreme sports market. Our concept centered on high-performance gear engineered for speed and pushing limits. This included a technologically advanced helmet as a flagship product, alongside specialized uniforms and cutting-edge eyewear, all embodying the spirit of modern performance. Beyond the products, we developed a connected support program designed to build a strong community and foster ongoing engagement within this adrenaline-fueled world

Under Armour Fast's packaging features a clean, functional style using recycled cardboard with minimal printing. This sustainable approach emphasizes practicality and an honest brand image for the high-performance sports market.

The presence of both a distinct monogram and a full wordmark highlights the brand's ability to operate with both a strong, recognizable symbol and clear textual identification, offering flexibility across different contexts and target audiences. The tagline "PROTECTION FOR EXCITEMENT" at the bottom further hints at the brand's focus on performance and safety within dynamic activities.

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Simple merchandise branding
Services
Creative Direction, Research, Business Strategies
Tools
Adobe Suite, Keyshot, Photoshop.
Team
Alvaro Toledo
Partners
None
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2024
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Under Armour Fast Branding
Simple merchandise branding
Product Design
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