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.
