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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Yewon Jung
Claudia Panadero Folgueira
Ruisi Qin
Kun-Yi Tai

Keywords

  • Equality
  • Contemporary
  • Power

Summary

After the COVID-19 pandemic, which started in 2019, the whole fashion industry faced a major decline. However, this pandemic has caused a “sports boom” and transformed people’s lifestyles. Under Armour (UA) which is an activewear brand known for its sports apparel could not avoid the negative impact. This project focuses on developing women’s sportswear products for UA as the brand focuses more on male customers. In the present day, women care about their physical fitness as much as men, which gives a huge opportunity for the brand to develop and achieve an equal, contemporary, and powerful brand image.