UA/DSG COLDgear Experience

Under Armour / 2018

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An immersive fitness environment where consumers could test the technology behind UA ColdGear through curated cold-weather workouts activated inside an “igloo.” Under Armour brought the experience to the Notre Dame vs. Northwestern college football game — a key platform for the brand, given both schools are sponsored by Under Armour and located in cold-weather cites. The activation marked the 20th anniversary of the UA ColdGear mock turtleneck, the catalyst for the broader product line.

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Design Director

Indoor gym with a large ceiling projector displaying an animated Northern Lights scene, exercise equipment including weight shelves, a door, and a fitness frame, illuminated in purple and blue lighting.
Thermal image of a person kneeling in a room with various objects and containers on the wall, showing heat patterns in yellow, orange, purple, and black.
Person lying on a glass table in a dark room with vibrant purple and blue neon lights, holding a large glass container with a round mirror-like reflective surface.
Display of a black athletic jacket and pants in a glass case with neon blue framing, surrounded by artificial falling snow, with a sign reading "Cold Gear: The undisputed cold weather innovation."
Display with gray Under Armour hoodies hanging on hooks, smaller gloves above, and a background sign with the hashtag #UACOLDGEAREXPERIENCE. The display promotes athletic apparel for the cold season, with logos for Under Armour and Dick's Sporting Goods.
A person lifting a barbell in a dark, blue-lit environment with starry projections on the ceiling, surrounded by workout display signs.
Ice cubes and ice hockey pucks illuminated by blue LED lights on a display shelf at ColdGear
Ice sculpture and promotional tents for ColdGear Experience outdoors in autumn with colorful trees.