Under Armour Hype Headquarters

Elite sports-performance brand, Under Armour, noticed that young female athletes are faced with different barriers that may prevent them from continuing their sports journey.

Under Armour engaged agency FlyteVu to address the decline in girls’ participation through an event activation. Having brought to life experiences like Journeys’ Converse Off to Prom and the Victoria’s Secret Pink Nation Activation, FlyteVu called on Solomon Group to bring it to life through production design and fabrication. FlyteVu built the strategy and Solomon Group executed “Hype Headquarters”, an immersive experience with six distinct spaces to help young female athletes break down those barriers and find the confidence to stay in the game. Over 400 participants, inclusive of 8 to 12-year-old girls, their parents, coaches and siblings, experienced Hype Headquarters throughout the weekend.

Upon entrance to Hype Headquarters, each girl wrote words of affirmation on a glow-in-the-dark wall to hype up the next young athlete, found their game-day hairstyle and the perfect sports bra fit, got hyped with their new “walkout song” and played with elite Under Armour athletes, Rachel Garcia and Ariel Belgrave.

Hype Headquarters boosted young girls’ self-esteem and provided the tools, equipment, and resources to play sports, giving them the motivation they need to stay in the game!