A-TYPE

ROLE: Concept Development, Programing, Creative

CLIENT: Under Armour

Under Armour needed an intelligent way to break out of the sports world and into the fashion and street world to create an authentic connection with consumers. Myself and the team at Virtue were tasked with building a completely new and unique brand matrix with full autonomy over this new brand of the youth entitled A-Type. A-Type laid the groundwork and evolved into what is known as today as "Flacko," Under Armour's current brand partnership with A$AP Rocky.