Under Armour x rebel Sport | Virtual City2Surf Challenge

When the 2020 City2Surf event was cancelled, organisers reimagined Australia's iconic fun run as a virtual experience. As a major sponsor, Under Armour seized the opportunity to keep participants motivated and engaged by leveraging its MapMyRun platform in partnership with rebel Sport.

The campaign transformed a traditional race into a digital challenge, rewarding users for their activity and creating a sense of competition, community, and achievement despite physical distancing restrictions.

As lead designer I led the creative development and rollout of the campaign across digital and physical touchpoints, creating a cohesive participant experience that encouraged engagement and repeat activity throughout the challenge.

Scope

• Creative Concept Development

• App Experience & UI Design

• Social Media Campaign Assets

• Print & Environmental Graphics

• Marketing & Promotional Collateral

• Campaign Visual System

Built around the idea that every kilometre counted, the campaign encouraged participants to stay active by rewarding effort and consistency. A bold, performance-driven visual identity was developed to align with Under Armour's brand positioning while creating excitement around the virtual challenge experience.