Under Armour Launches Lab96 Studios to Help Tell New Athletic Stories

Under Armour, a prominent athleticwear company, has announced the launch of Lab96 Studios, an in-house content creation arm designed to produce new forms of athletic storytelling. This initiative marks a significant shift in Under Armour’s marketing strategy, moving beyond conventional television commercials to engage a younger audience through a diverse range of digital content formats. The studio aims to leverage the narratives of athletes in innovative ways, showcasing the brand and its products within content that resonates more closely with contemporary consumption habits.

The Evolution of Athletic Storytelling

For years, Under Armour has been a key supplier to professional athletes across major leagues, including the NFL and MMA. However, the landscape of consumer engagement has evolved, particularly among younger demographics. Traditional 30-second or 15-second commercial spots are becoming less effective in capturing the attention of Gen Z and Gen Alpha consumers, who increasingly turn to platforms like YouTube and various social media channels for content.

Lab96 Studios represents Under Armour’s strategic pivot to an “open playbook” for content creation. This approach allows the company to adapt its content strategy based on consumer habits and platform-specific consumption patterns. The goal is to produce content that is more akin to traditional entertainment, fostering deeper engagement with the audience rather than simply interrupting their viewing experience.

A New Approach to Reaching Audiences

Tyler Rutstein, Senior Vice President of Global Brand and Americas Marketing and the executive producer of Lab96 Studios, highlighted the importance of this shift. The studio will focus on creating longer-form content, such as half-hour YouTube videos, which can then be adapted and extended across different social media outlets. This multi-platform strategy is designed to meet young consumers where they are, providing engaging narratives rather than solely relying on short advertisements. Additionally, Lab96 Studios will facilitate collaborations with independent creators, tapping into fresh ideas that can further amplify Under Armour’s presence among athletes and fans.

Early Projects and Collaborations

Lab96 Studios has already commenced work on several projects, showcasing its versatile content capabilities. Its unofficial debut was marked by “We Are Football,” a short film featuring rapper Gunna alongside NFL athletes and emerging stars from women’s flag football.

Other notable initiatives include:

• A high school football series created in collaboration with Overtime, highlighting prominent institutions like IMG Academy and St. Frances Academy.
• A docuseries centered on women’s flag football, developed with SMAC Entertainment.
• A baseball series launched in partnership with Boardroom.

Further demonstrating its commitment, Under Armour has plans to establish a new, state-of-the-art studio and podcast space at its corporate headquarters in Baltimore.

Blending Tradition with Innovation

While embracing new content formats, Under Armour is not entirely abandoning traditional advertising. Rutstein emphasized that content produced by Lab96 Studios, even a three to five-minute film, can still be tailored and injected into existing advertising frameworks, such as a 60-second NFL commercial. The fundamental shift lies in the starting point of content creation: instead of aiming to produce a great 60-second spot, the focus is now on creating a compelling film regardless of its length, which can then be adapted for various platforms, from linear TV to Instagram ads.

The Significance of Lab96

The name “Lab96 Studios” itself carries historical significance for Under Armour. It pays homage to the company’s founding year, 1996, by Kevin Plank. Early employees were encouraged to embrace an experimental mindset, viewing their work as ongoing experimentation. This spirit of innovation and exploration is central to the new studio’s mission, aiming to continuously evolve how athletic stories are told and shared.

Conclusion

Under Armour’s launch of Lab96 Studios signals a forward-thinking evolution in brand communication. By investing in an in-house content studio, the company is strategically positioning itself to meet the changing demands of modern consumers, particularly younger generations. This initiative allows Under Armour to craft richer, more authentic athletic narratives that resonate across diverse digital platforms, ultimately fostering deeper connections between the brand, its athletes, and its audience. The studio represents a commitment to innovation in storytelling, ensuring Under Armour remains relevant in an increasingly dynamic media landscape.