The Sound
  • About
  • Work
  • Services
  • Blog
  • Contact

Illuminating The Focused Performer

The Challenge:

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. 

The Approach:

We took a global approach and met these Youth and Teen Focused Performers on their home turf – in the US and China. We met them on the pitch, gridiron, courts and gyms to understand everything about what life as a Focused Performer is like – and the brands that help them on this journey.

We then went in-home to celebrate their trophy cases, investigate their closets and overall: get a deep understanding of the brands, apparel and equipment powering their journey.

The Impact:

Our findings helped the brand understand the dimension and complexity of this cohort and provided guiding principles and guardrails for Youth and Teens moving forward. This work was instrumental in inspiring the Under Armour cross-functional teams to more meaningfully activate against and connect with this valuable cohort moving forward.   

Case Studies

Keep Reading

Innovating For The Future

A luxury apparel brand wanted to ensure they faced the next decade head-on. What should they anticipate and plan for to not only survive, but to thrive?

Read More

Finding a New Setting

In today’s modern culture focused on experiences over possessions, the diamond industry was losing relevance to a younger generation — and sales — at a staggering pace.

Read More

Transforming a Brand

An iconic footwear brand – best known for being sturdy, functional and enduring – came to us to help them understand a new target audience and their relationship outdoors.

Read More
View All

Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below. 

Subscribe

Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

Subscribe
The Sound

Copyright 2021 The Sound.
All rights reserved.

  • Terms of Use
  • Privacy Policy
Learn More
  • Philosophy
  • Work
  • Careers
  • Team
  • About
  • Contact
Services
  • Creative Analytics
  • Brand experience
  • Brand comms
  • Innovation
  • Strategy
  • Exploration
Stay In Touch
Mumbai

604, 34th Rd, Khar West, Mumbai, Maharashtra 400050, India

Tel: +91 93 2439 2908
Vancouver

#268 - 312 Main Street, Vancouver, BC V6A 2T2, Canada

Tel: +1 604 732 1090
New York

45 West 21st Street, New York, NY 10010, USA

Tel: +1 646 490 8387
London

52-54 Rosebery Avenue, London EC1R 4RP, England, UK

Tel: +44 20 3597 2948
Chicago

230 W Huron St, Suite 410 Chicago, IL 60654 United States

Tel: +1 312 265 1775