Cases
NFL ColdGear Baselayer Experience
THE CHALLENGE
In November 2023, the National Football League (NFL) visited Frankfurt for the first time. The New England Patriots, the former colleagues of UA athlete Tom Brady, met the Indianapolis Colts. The event was not only a highlight for German football fans, but also an exciting opportunity for our client, the American sportswear company Under Armour, to relaunch its traditional ColdGear base layer.
THE IDEA
The connection between American football and Under Armour is obvious: founder Kevin Plank was a football player at the University of Maryland and developed innovative synthetic performance apparel for his teammates. The result was the now famous Under Armour base layers. What had worked so well 27 years ago needed to be put together again for the NFL game in Frankfurt in a way that would attract media attention. The idea for the ‘NFL ColdGear Baselayer Experience’ was born to give journalists a unique insight into the brand’s history, innovative spirit and commitment.
THE REALISATION
In the run-up to the game, a very special pop-up experience was organised in Frankfurt city centre in collaboration with Under Armour. UA founder Kevin Plank inspired the 20 journalists from Germany and all over Europe with unexpected insights into the history of the US brand and its ColdGear technology. UA athletes such as skiing legend Lindsey Vonn and local hero Laura Freigang also shared their experiences with the compression shirt before heading to the NFL spectacle at Frankfurt’s Waldstadion. The morning after the game was dedicated to journalists experiencing the functionality of the ColdGear Baselayer in action. This was followed by an outdoor workout with fitness influencer Imke Salander to round off the weekend.