Under Armour Newsroom
Launching a Story-telling Platform
for an Industry Giant
UA needed a digital home to lean into moments that supported rich content and stories in order to not only drive engagement and growth for both the brand and business but
to increase transparency, knowledge and understanding around their company as a whole. We also needed to think through how to capitalize on social and ensure pick up of stories that would drive growth.
Through discovery, user-testing, and UX analyses the team synthesized findings to begin a build that focused on front-end through back-end development for multiple user segments. We designed an interface that could be easily accessible for those crafting stories (Under Armour Newsroom Editors) to audiences who would be reading, downloading and sharing multiple formats of content.
White boarding and synthesizing findings
“ I think success is that we’re driving people to the newsroom:
the media, the consumers, shareholders, IR folk, and we have good engagement.
And we’re getting pick up off the stories, from an editorial perspective.”
— Under Armour Stakeholder
Accomplishments
Through the launch of Under Armour’s Newsroom, an in-house team could now help support and guide editorial and long-form storytelling as well as brand voice. Stories could drive and sync easier with social. Users were able to link quickly back to Under Armour’s Corporate Home and they could continuously access the media cart to allow for an uninterrupted experience.
An assortment of custom modules (complete with clean consistent components) were built so back-end users (Under Armour Newsroom reporters, writers and brand strategists) could easily plug and play with content formats on Drupal.
