Under Armour
A collaborative pop-up environment
Under Armour
New York 2019
MODA Role
Collaborative Creative Direction · Experiential Design · Spatial Concept
(Developed within an agency-produced collaboration)
Context
Under Armour’s brand language is defined by performance, discipline, and physical intensity—values that lend themselves naturally to spatial expression.
The pop-up activation was developed as a collaborative effort, bringing together multiple creative perspectives to translate the brand’s athletic ethos into a focused, high-energy environment.
Scope & Contribution
MODA collaborated with Giant Spoon, who produced the activation, contributing to the creative direction and experiential design of the pop-up environment.
MODA’s contributions focused on:
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Co-developing the experiential concept and spatial narrative
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Shaping architectural elements and spatial flow to support movement and engagement
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Translating Under Armour’s visual language into physical form and proportion
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Supporting design development to ensure clarity and cohesion across the environment
The work was grounded in collaboration—aligning creative intent across teams while maintaining a disciplined spatial approach.
Design Intent
The environment was designed to feel purposeful and athletic, emphasizing structure, rhythm, and clarity.
Rather than leaning on decorative gestures, the space relied on architectural logic and spatial sequencing to communicate energy and performance.
Outcome
The pop-up delivered a cohesive, high-impact brand presence—supporting interaction and visibility while maintaining a clear experiential identity.
By working collaboratively within a multi-agency framework, the project demonstrated how shared creative authorship can still produce focused, disciplined design outcomes.
Attribution
This project was produced by Giant Spoon. MODA contributed to creative direction and experiential design within that collaboration.
Press
https://www.adweek.com/brand-marketing/under-armour-hopes-youll-get-a-rush-from-its-pop-up/