She Plays We Win
Overview
I created the strategic vision, visual identity and voice for the girls business at Under Armour.
I managed and doubled down on Under Armour’s She Plays We Win non-profit partnership to celebrate the power of girls in sport. By age 14, girls are dropping out of sports at two time the rate of boys. Together Under Armour and She Plays We Win amplified inspirational girl athlete stories to keep girls moving.
I elevated our partnership through a back to school campaign featuring real stories of girls in sport while paying off our key seasonal styles. Through the campaign, we announced signing a new athlete, Hailie Deegan, resulting in ESPN coverage for the youth business.
