The Better Book | Volumes 1-5
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Designed by women, for women. To encompass Under Armour's compelling storytelling through honest photography, innovative product technologies, and interactive elements so the female consumer feels understood, engaged with, and inspired by a brand she has struggled to connect with.
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The success of this publication has evolved into a seasonal, women's ecosystem with millions reached through Direct Mail, a UA.com landing page, and a suite of traffic drivers and social integrations.
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Print & Interactive Design
Unique interactivities were integrated each season to keep consumers engaged and the book elevated. This includes journal-type prompts for reflection and goal setting, tear-out postcards, bra quizzes, and fun facts.
Performance Insights
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The Better Book received overwhelmingly positive responses when tested with target female consumers with, a 100% success rate in women having a more positive outlook of Under Armour.
