In 2020, I helped categorize and rename a significant portion of the Under Armour product catalog. From shoes to winter gear, they attempted to overhaul a vast section of their portfolio to better communicate with customers.
One of my favorite assignments during this stretch was naming "UA HydraFuse," a proprietary fabric that's "embedded with tiny, moisturizing microspheres that activate on contact, releasing extracts onto the skin through friction to help replenish lost moisture and keep it there longer."
After listening to UA's internal researchers and material scientists, it became clear that the hydration provided to athletes post-workout was crucial for this new technology. So naturally, it made sense to communicate the benefit as loudly and proudly as possible.
Learn more about the product line here.