After being named the title sponsor of the Winsport Canada FIS-sanctioned superpipe this year, Under Armour® realized that this was not a small or simple feat. In their path to find a non-traditional and relevant way to bring the iconic Under Armour brand to this enormous feature, they sought aid from the branding professionals at 54blue. Understanding that Under Armour’s focus and heritage is the athlete and their development, 54blue wanted to create an impactful visual structure but also something that would be useful in everyday training as well as competitions. Thus, the concept of The Under Armour Locker Room was born.
Traditionally, a locker room is a sanctuary for athletes and coaches. It is the place where fundamentals are taught and development is critiqued. Teams and individual athletes retreat to this space to analyze the mistakes made and create plans for the next flawless athletic execution. An athlete’s day begins and ends in the locker room and it is a key element to life in sport.
For ski and snowboard athletes, their locker room exists in the lodge, sometimes miles away from their training area. These athletes typically set up for the day on the hill and run through laps upon laps to familiarize themselves and build confidence in their sport; sometimes never returning to their locker room until the end of a full work day. 54blue wanted to bring the locker room to them; one that would exist in close proximity to their training ground and that is easily accessible and ready to use.
Under Armour’s Locker Room is made up of two components that sit above and below the super pipe. The first piece is an Under Armour branded pillar that sits at the top of the pipe on the roll in. This monolithic pillar boasts grab bars on either side so the athletes can stand with ease while they wait to launch themselves into their run using the grab bars as leverage for the push off. It also acts as a wind block against the harrying wind in Calgary that so often blows from the west, easing wait times and communications for those at the top.
The structure that is set up below the super pipe is the athlete’s ‘Locker Room’. It is made up of 12 lockers, each with their own rubber-coated seated area, and sits in a coliseum-like curve that mimics the shape of the half pipe itself. This curved shape adds considerable engineering strength against the strong winds from as many angles as possible, eases the ability to communicate, and creates a communal feel. This is a space where athletes and coaches can comfortably spend their time with each other on the hill and off the snow, a spot to stash their gear, and a general gathering zone.
The exposed wood gives the Under Armour Locker Room a traditional and heritage-like feel and yet the branded paneling on both structures adds a more modern and technical balance. The Under Armour logo on the panels and the ‘I Will “ mantra that is splayed across the back of the main structure ties everything back to Under Armour’s focus on the athlete and their development. The Locker Room will be a constant reminder for athletes to push to the limits, to always strive to be better, and to drive themselves to get to where they want to go.
It begins and ends in The Locker Room.
