Under Armour Detroit Brand House to open downtown April 13 Curbed Detroit from detroit.curbed.com Detroit Under Armour: A Design Perspective Detroit is a city that has undergone many changes in recent years. From its troubled past to its present-day revitalization efforts, the Motor City has become a hub for innovation and creativity. One brand that has contributed to this transformation is Under Armour. The sportswear giant has made significant investments in the city, including opening a design center in downtown Detroit. In this article, we'll take a closer look at the impact of Under Armour on Detroit from a design perspective. Under Armour's Design Center in Detroit Located in the historic former Globe Tobacco Building, Under Armour's design center in Detroit is a hub for the brand's innovation and creativity. The center is home to 90 designers, developers, and engineers who work on a range of products, from footwear to apparel to accessories. The design center's layout is specifically designed to foster collaboration and creativity. The space is open and airy, with an industrial feel that pays homage to Detroit's manufacturing history. The center also features a prototyping lab, where designers can rapidly create and test new ideas. One of the key benefits of having a design center in Detroit is the access to local talent. The city has a rich history of design, from automotive to fashion. Under Armour has been able to tap into this talent pool and bring new perspectives to its product development process. Designing for Detroit's Athletes Detroit is a city known for its sports teams and athletes. From the Pistons to the Lions to the Red Wings, there is a deep passion for sports in the city. Under Armour has recognized this and has made it a priority to design products specifically for Detroit's athletes. One example of this is the UA HOVR Phantom Connected shoe, which was designed with Detroit runners in mind. The shoe features real-time Form Coaching technology, which provides runners with personalized tips on how to improve their form. The shoe also has a unique colorway that pays homage to the city's iconic "Detroit Made" slogan. In addition to footwear, Under Armour has also designed apparel and accessories for Detroit's athletes. The brand's Project Rock collection, created in collaboration with Dwayne "The Rock" Johnson, features workout gear designed to withstand the toughest training sessions. The collection includes items like compression shorts, hoodies, and backpacks, all designed to help athletes push themselves to the limit. Designing for Detroit's Future Under Armour's investment in Detroit is not just about designing products for the city's athletes. The brand is also committed to supporting the city's revitalization efforts and investing in its future. One way Under Armour is doing this is through its "Design the Future" program. The program provides high school students in Detroit with the opportunity to learn about design and innovation. Students work with Under Armour designers to develop their own product concepts and learn about the design process. Under Armour is also partnering with local organizations to support community initiatives. The brand has worked with the Detroit Police Athletic League to provide sports equipment and apparel to children in underserved communities. Under Armour has also partnered with the Empowerment Plan, a nonprofit organization that provides employment and support to homeless individuals in Detroit. Conclusion Under Armour's investment in Detroit has had a significant impact on the city's design community. The brand's design center has brought new talent and perspectives to the city, while its product offerings have been tailored to the needs of Detroit's athletes. Under Armour's commitment to supporting the city's future through programs like "Design the Future" and partnerships with local organizations is also commendable. Detroit's revitalization is far from over, but Under Armour's contributions to the city's design and athletic communities have certainly helped to move things in the right direction. Summary Topic | Details ------|-------- Under Armour's Design Center in Detroit | The center fosters collaboration and creativity, has a prototyping lab, and taps into local talent. Designing for Detroit's Athletes | Products like the UA HOVR Phantom Connected shoe and Project Rock collection are designed specifically for Detroit's athletes. Designing for Detroit's Future | Under Armour's "Design the Future" program and partnerships with local organizations support the city's revitalization efforts. Impact on Detroit's Design Community | Under Armour's investment in Detroit has brought new talent and perspectives to the city.