Under Armour
The Future of Women's Performance
Women's Performance & Lifestyle · 2016–2020
Four years leading women's performance product inside one of the world's largest athletic brands. Promoted from Senior Design Manager to Design Director, then given all three women's categories, performance, performance bras and lifestyle, and building the team to run them.
- Role
- Design Director
- Sector
- Performance & Lifestyle Apparel
- Scope
- Product Platform
- Year
- 2016–2020
- Status
- In Market
- Team
- REBUILT AND LED A NEW TEAM OF 4
01 — INFINITY BRA
Building a Product Platform
Infinity Bra
For decades the women's performance bra meant compression — support by force, working against the woman wearing it. Leading design for the category, I directed Infinity from the factory floor as an engineering problem: a one-piece molded structure that supports through architecture, scaled into a three-tier platform built to lead the category for seasons, not one.
In-Market Review
“When I wear it, I forget it's there.”
“This bra is comfortable and supportive. When I wear it, I forget it's there — it's lightweight, super supportive, and eliminates bounce.”
— Under Armour Customer
Impact
6+ yrs
Still in market, beyond the life of any single season.
1 → 3
One architecture, extended across three support tiers.
A platform
Support redefined from compression to engineering.
02 — MISTY COPELAND
Leading a Signature Collection Through Launch
Misty Copeland Signature Collection
A signature collection for one of the most visible athletes in the world, already in motion when Under Armour's Women's Design team went through a leadership transition. I took ownership mid-flight — directing final fittings, protecting the original creative intent, aligning design, development and marketing, and representing the finished line at its international press launch.
In the Press
“Misty is basically at the epicenter of how we ground this collection.”
— Charlene Marshall,
Design Director, Under
Armour · Vibe Magazine
At the Launch
Impact
Global Launch
Delivered to market through an international press launch.
Continuity
Direction held steady through a leadership transition.
Athlete Trust
The line stayed true to Misty, end to end.