UA FW17 Outdoor Design Direction

Snapshot of FW17 Aesthetic direction for UA’s Outdoor category which spanned Tactical, Outdoor Performance (Trail Run and Hike), Hunt and Fish Categories. Done seasonally, these boards help drive the form, texture, construction and material applications for footwear and tie into apparel and accessories as well. These are part of a much bigger presentation done for final design reviews for an audience of GMs, Merchandising, Sales, and our Chief Design Officer. Color boards are another component of defining the seasonal direction not shown here. The story for the season was around the idea of Modern Utility Optimized, or functional aesthetic. This over arching theme drove all product for the season and resulted in a tight collection footwear, apparel and accessories which drove sales to close to $300M.