Under Armour Hype Headquarters

In 2022, Under Armour set out to address a growing challenge: the decline in girls’ participation in sports. Partnering with agency FlyteVu, the brand launched Hype Headquarters, an immersive activation designed to inspire confidence and break down barriers that keep young female athletes from staying in the game.

A Purpose-Driven Activation

Solomon Group partnered with FlyteVu to transform strategy into reality, handling production design and fabrication for a multi-zone brand experience. Over the course of one weekend, 400+ participants — girls ages 8–12, along with their families and coaches — engaged with six distinct interactive environments, each designed to boost confidence and celebrate athletic identity.

Highlights included:

• A glow-in-the-dark affirmation wall, where girls wrote hype messages for the next athlete
• A styling station for game-day hairstyles and custom sports bra fittings
• A personal walkout song experience to build pre-game confidence
• Skill-building sessions and play with elite Under Armour athletes Rachel Garcia and Ariel Belgrave

Impact

The activation combined self-expression, sport, and mentorship into a single, high-energy brand moment. By merging inspiration with practical tools and resources, Hype Headquarters gave participants the confidence and motivation they need to continue their athletic journeys.

Why It Matters

Hype Headquarters was more than an event — it was a brand platform with purpose, aligning Under Armour with the cultural conversation around youth sports and female empowerment. For Solomon Group, it was another example of how we help leading brands translate strategy into immersive experiences that create real-world impact.