Under Armour set out to build a youth performance academy in London that would inspire the next generation of athletes. We were brought into the project through TRO to help bring that vision to life, shaping both the physical installation and the interactive experience that powered it.
Our role centred on the creation of a permanent marketing activation within the Under Armour Brand House at Battersea Power Station — an immersive, high energy space designed to bridge brand storytelling and athletic performance. We led the creative and technical development of the build, defining its structure, lighting, materials and spatial rhythm to capture the raw drive and movement of young London athletes.
At its core sat a reactive lighting system and a transparent nano screen, the largest of its kind in Europe, layering live data, athlete profiles and campaign visuals throughout the space. Together they created a living environment that transformed brand engagement into physical experience.
The Under Armour Next programme invites athletes aged sixteen to twenty to take part in a series of fitness challenges. Participants tested, trained and retested over several weeks, with the top performers advancing to Under Armour’s European headquarters in Amsterdam. There, the final three athletes were selected to join the brand’s youth roster.
“The programme is open to those between the ages of sixteen and twenty years old and the successful athletes will win a year long contract with Under Armour.”
Under Armour Press Release
“Join them in their state of the art facility to test yourself with our six athletic tests and see where you rank against our leaderboard of the best London athletes.”
Battersea Power Station UA Next Listing
This project blended brand experience, live sport and design craft to create something lasting. More than a build, it became a statement of intent - a permanent activation built to inspire ambition and performance every day.
