The power of storytelling. Because Outdoor at UA encompasses Tactical, Hunt and Trail Run/Hike, there is usually one over arching story that all the sub categories will support. In this case the story was around “Bullet-Proof Feathers”, the contrast between ultralight weight and crazy durability which manifested in new production processes and materials on boots and shoes. The idea for the story came from one of our designers and the whole group decided to adopt it. Very successful, these shoes have gone on to stand out in their respective spaces and won industry awards. The power of story cannot be under emphasized as it drives product and gives marketing and sales functions a story to rally behind to drive sales. Click on link below to view presentation.