portfolio

As the originator of performance apparel, Under Armour has experienced exponential growth since its inception in 1996. Though it does some direct sales, the company relies heavily on retailers to sell its products to customers. As part of the rollout of Under Armour’s newest branding campaign, “Athletes Run,” it needed a unified look and feel for the retail marketing channels in which it advertises.

(“Athletes Run” brand story—“Some athletes run to train. Some athletes train to run. But make no mistake—ALL ATHLETES RUN. Athletes endure every mile TO BE BETTER. On the road or on the field, it’s about outlasting everyone else. The mission begins on the ground with Under Armour’s latest innovation: UA Running Footwear.”)

To roll out the Athletes Run campaign in the retail stores, UA needed to create custom photography to promote products that are specifically developed for that particular retailer.

In Baltimore, Planit conducted photo shoots for Lady Foot Locker, Foot Locker, and Champs, and in Huntington Beach, California; we shot for The Sports Authority and Dick’s Sporting Goods. The shoots consisted of various location and studio shots. Planit scouted the locations, coordinated and held casting calls for talent, provided the client with a “look book” of shot setups prior to the shoot, and provided art direction and shoot-day coordination the days the shoot was held. Planit was also integral in the post-production work and final buildout of the materials in which the images were used.

Planit's shoot with UnderArmour in California was entered into Europe's largest and most prestigious award show. The series came in third for advertising in catalogs. Planit's photographs also placed first in the International photography Awards in 2009 under the Catalogue Pro category.