Deliver a simple, intuitive positioning for a new performance-enhancing vision system designed for athletes.



From initial product branding and naming, to final campaign assets and retail strategy, we helped Under Armour deliver a compelling eyewear story that delivered athlete benefit language without resorting to marketing speak.



With more distribution, deeper assortments and newly gained floor sets at key vertical retail doors, TUNED drove sales of both performance and lifestyle product at more than 20% over the previous year.



Brand and Product Strategy

Product Architecture

Product Naming & Branding

Go-To-Market Orchestration

Campaign Creative Development

Under Armour's mission is to make all athletes better through passion, design and the relentless pursuit of innovation. Their performance eyewear category is no different. With new technology and design, UA launched the first complete performance and recovery vision system in 2018. With hyper-contrast lenses, tuned by sport, athletes will find their target and react faster. With the cooling and protective Recovery lenses, athletes will find their eyes rested and ready for peak performance their next time out.


While sport-specific performance equipment is quite common and the acceptance of active recovery widely-known among athletes, attributing this to eyewear is a new story.

99% of your body's movement is driven through visual stimuli.


“AUDIBLE worked more as an extension of our team vs. an agency.  From initial product concept all the way through they provided strategic guidance and thoughtful creative ideas on how best to bring this proposition to market.”