Rush Performance Lab

For the launch of the UA RUSH campaign, Under Armour (by the hand of Giant Spoon and it's experiential team) created the UA RUSH Performance Lab. At opening night a documentary produced by Under Aromour and directed by Gotham Chopra was premiered. We re-cut the content of the documentary, layered it with animated graphic assets, treated it to match the esthetic of the campaign, and used it for promotion on social media as well as through out the space as a part of the scenic design, tying the documentary and the experience back to the brand. The pop-up was a manifestation of the fabric technology in the UA RUSH gear and gave consumers a taste of the training exercises UA does with their elite athletes at their human performance center in Portland, OR, via interactive installations that engaged, entertained, and educated assistants on the capabilities of the product.