Keeping up with each generation can easily be a full-time job in and of itself (we know, we love it!) – attitudes, needs, behaviors, and technology can (and do) literally change over night. Under Armour wanted to uncover ways of more meaningfully connecting with the Youth and Teen Focused Performer segments – and better understand how they differentiated from their adult counterparts. On the heels of a quantitative study, they came to The Sound to humanize that data and illuminate its core segment. They also were looking for guidance on how to build stronger affinity for the brand and establish guardrails for how to best anticipate and respond to brand affinity drop-off among this cohort. Recognizing the vast potential of this segment, a detailed illumination was critical.