UA Threadborne

For the launch of Threadborne, Under Armour took over a shop in shop space on the ground floor of Macy’s, a window and a second entrance. The photography of the campaign focused on the light and flowy nature of the fabric so we used lighting to mimic those forms. We also featured digital curtains in both the Shop in Shop and Window to showcase the movement of the fabric along with the athletes of UA. Finally for the secondary entrance we created a sculptural form from the ceiling to drive home this idea of movement.