Zero Gravity, Unveiled

Why: Under Armour needed a creative point guard to name, explain, and promote a new footwear technology that “feels unlike anything anyone has ever experienced before”.

What: I dove right to the human heart of the matter, elevating “feel” over technology to craft a name, narrative and tagline that elevated the experiential benefit over technical details. Then leaned in deeper to develop messaging, video content, and unboxing activations that delivered on this first-ever technology’s “zero gravity” promise.

 Role                Creative Director, Lead Writer

Team              Tether Agency