WHAT DOES 1% MORE POWER, SPEED, OR AGILITY, MEAN TO YOU? 

1% doesn’t seem like much until you understand what that margin could feel like for you. 

This concept is inspired by the thin line that sits between success and failure, the 1% margin on which people achieve glory. It takes the symbol of an edge as a starting point, explores the advantage that Rush and Recover gear gives you by demonstrating the impact on your performance as a before and after. 

The visual reference of a red line will be leveraged throughout, provoking you to cross the threshold and step into your 1% advantage. Thermo and infrared camera technology provide visual references to the way the technology works, and an interactive booth will invite you to take part in your own 1% documentary story. 

In a partnership with Droga5 and FITCH, the SS19 RUSH retail campaign was brought to life. For the first time, Under Armour went out of house for this type of work, and between the studios we owned creative through to guidelines.