“FIRST STEPS INTO THE SOUTH AFRICAN MARKET”
AS PART OF UNDER ARMOUR LAUNCHING IN SOUTH AFRICA, WHAAM WAS TASKED WITH CREATING AN IN-STORE DIFFERENTIAL FOR THEIR SPORTS SHOES.
This international sports lifestyle brand, new to the South African market, wanted to make use of its energetic brand identity to differentiate their selected shoe range within the national Totalsports offering.
The national rollout of “glorifier” plinths, are created to amplify the Under Armour shoes as dynamic alternatives within this competitive market. Interchangeable textile graphics are incorporated to allow for the plinth to continually evolve. Some units included a unique backlit system to attract attention. This first step into retail South Africa needed to make a bold statement to generate a momentum of excitement around the brand for the future growth of Under Armour in the country.
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