“US VS THEM” — Under Armour Football Concept
Developed a concept identity for Under Armour Football, drawing from the legacy of key college programs.
Developed a concept identity for Under Armour Football, drawing from the legacy of key college programs.
Goal
Create a unifying visual language that feels classic but not generic—rooted in tradition, rivalry, and collective identity across multiple programs.
Create a unifying visual language that feels classic but not generic—rooted in tradition, rivalry, and collective identity across multiple programs.
Approach
Build the concept around the histories of Under Armour–affiliated schools, including Notre Dame, Auburn, Northwestern, Maryland, Wisconsin, Utah, and South Carolina.
Build the concept around the histories of Under Armour–affiliated schools, including Notre Dame, Auburn, Northwestern, Maryland, Wisconsin, Utah, and South Carolina.
Drew visual inspiration from 1970s–80s sports print media, using bold typography, high-contrast layouts, and editorial-style compositions to evoke a sense of legacy and grit. Applied this aesthetic to create a graphic language that feels archival yet relevant, bridging past and present.
The football is inspired by the Commander in Chief's Trophy, The jersey is inspired by Randy White's number 94 Maryland jersey, the ring is inspired by Auburn's 2010 national Championship ring, and the cleats are the UA Mid Metal D.
Outcome
Delivered a concept system that unifies multiple programs under a single competitive narrative, reinforcing Under Armour Football’s brand identity through heritage-driven design.
Delivered a concept system that unifies multiple programs under a single competitive narrative, reinforcing Under Armour Football’s brand identity through heritage-driven design.