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The ColdGear Ice Gym

Under Armour

Project Overview

Even the toughest fitness buffs struggle to stay active in cold temperatures, unless properly prepared. Enter, Under Armour ColdGear.

To showcase the apparel and inspire our target audience ahead of the winter season, we introduced "The ColdGear Experience" - a freezing training facility set in an "igloo" that featured wind, snow, cold-weather workouts and the world's first Ice Gym carved out of 35,000 pounds of solid ice.

The frozen training facility was not just an eye-catching spectacle, but gave fans an opportunity to try the gear for themselves in front of live thermal projections that showcased how warm the gear was maintaining their body temperature in the cold.

The world’s first Ice Gym

An immersive fitness environment where consumers could test the technology behind UA ColdGear

Set inside an igloo

Situated outside the stadium during a huge Notre Dame vs. Northwestern football game, our fitness center invited users to see the benefits of ColdGear in a frozen training facility.

Social Promotion

To amplify awareness of the ColdGear Experience, we invited social influencers to check out the Ice Gym the day before it opened to the public.

Our influencer hosts took fans on social through the ColdGear Experience, showing off the awesome ice weights, the heat map that shows each participant’s thermal output, and challenges with weights within the gym.

We also covered the live event exclusively in Under Armour's Instagram Story, which saw over a 60% completion rate.

Fan engagement

For additional reach, we had a dedicated event hashtag that helped us aggregate content being shared over the two days. The social strategy only works as well as the experience, so we made sure that each element was engaging and exciting enough for participants to want to share what they were doing with their own networks, proven out by the more than 2+MM social impressions.
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