Event registration and management tool connecting young athletes to super brand

Under Armour (NYSE:UA), the originator of performance footwear, apparel and equipment, revolutionised how athletes across the world dress. Designed to make all athletes better, the brand's innovative products are sold worldwide to athletes at all levels.

Under Armour launched TEAM UA NEXT, its second annual nationwide search for six young athletes to join its elite roster.

The chosen athletes received a once in a lifetime opportunity to become brand ambassadors, as well as gain exclusive access to gear that will help UA shape the future of their products.

The brief

As a digitally progressive company whose foundation is based on innovation, Under Armour's goal was to leverage digital channels to reach the Athletes of the NEXT Generation.

Knowing that this generation lives and breathes digital, they partnered with Jellyfish, hoping to boost online engagement and increase awareness.

Jellyfish created an online and onsite event platform that supported twelve TEAM UA NEXT events at retail partners across the country.

The objectives

When Under Armour came to Jellyfish, the objectives were as follows:

  • To design a registration and event platform for TEAM UA NEXT events
  • To design and implement a supporting, automated email strategy

Jellyfish set to work creating a robust platform so this extraordinary series of events were executed efficiently and effectively. 

Objectives under armour
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2500kids registered for the event
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Connected Fitness is the future of Under Armour’s growth, and this generation is the future of athletics. TEAM UA Next provided us with the opportunity to engage with the consumer at multiple touch points utilizing personalized content.

Under Armour

The results

Athletes were able to pre-register online and attend any of the live events where they were scored in four activities including broad jump, sled push, tire run, and shuttle sprint.

The digital platform, created by Jellyfish, included:

  • Onsite check-in
  • Registration
  • Line management
  • Real-time event scoring and leaderboards
  • Photo and video capture

To extend the reach beyond the live events, the TEAM UA NEXT site also allowed parents and guardians to nominate athletes online by submitting photos, videos (through social media channels like YouTube, Instagram and Vine), and a Statement of will that showcased each athlete's personal dedication. All of the submissions were available through an administration panel to the Under Armour selection committee.

Following the event, a personalized email with the athlete's player card, including their photo and scores were sent.

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