As a sports marketing intern for Under Armour, one of the projects I was assigned was to re-brand the Run Category’s social media presence through their Instagram platform. This was done through careful research and planning. Through this project, I was able to apply the skills I have learned in the classroom to a real brand. I analyzed my research and created a strategic plan that creates a more unified voice for the Run category at Under Armour. The strategy includes brand voice, target consumer, content pillars, and evergreen content guidelines. The communication plan then comes to life in a six-month calendar with planned posts. The calendar includes both brand and industry dates and events such as product launches, key industry moments and category campaigns.

This social media strategy required me to conduct both internal and external research on the category at Under Armour as well as the Run industry as a whole. I incorporated that information with social media insights to create a strategic communication plan for the remainder of the summer and winter term. This project required cross-funcational teamwork, strategic planning and new product development. Take a look, I hope you enjoy this project as much as I did!


A social media branding strategy and calendar for Under Armour's Run category.



Under Armour


  • + Social Media Strategy
  • + Summer 2017
  • + In: marketing, strategic communication
  • + Created In: Keynote
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