HOVR Apex 2 storytelling translating performance engineering into a clear, scalable system.
SCOPE
Global marketing system across e-commerce and print
ROLE
Design system development, visual storytelling, cross-channel execution
UNDER ARMOUR TEAM
Nathan Grundauser
Katrina Connelly
The HOVR Apex 2 campaign was developed as a cross-channel storytelling system to communicate performance engineering with clarity and consistency. The work brought together product, brand, and creative teams to translate biomechanical insight into a cohesive visual language spanning e-commerce and print.
The system focused on articulating how the shoe supports multidirectional training through structure, material, and motion. Athlete photography, product imagery, and technical details were developed in parallel, ensuring performance features such as HOVR cushioning and TriBase support were expressed consistently across platforms. Visual frameworks emphasized stability, control, and energy, balancing technical precision with dynamic movement.
Across e-commerce and printed applications, the system was designed to scale without fragmentation. Modular layouts, controlled typography, and repeatable compositional logic allowed the product story to remain legible across formats while adapting to different levels of depth and context. The result was a unified expression of Apex 2 that aligned engineering, athlete experience, and brand narrative within a shared visual structure.
In parallel, the campaign incorporated influencer-athletes as primary talent within the photography and motion system. This involved identifying and casting trainers and athletes whose real-world training practices aligned with Apex 2’s multidirectional use, then directing and choreographing movement to ensure performance features were demonstrated with clarity and consistency. While the content was developed for retail and digital store environments, the selection of influencer talent strengthened authenticity and extended the campaign’s cultural relevance without fragmenting the core visual system.
