Under Armor embarks on a new digital video series entitled the 'ICON Creator Collabs,' featuring five episodes streaming on YouTube. The series calls upon six different artists as they speak about their work with signature footwear models by the sportswear label -- this dives into their respective backgrounds and design influences. The silhouettes that are worked on in the series are the ICON HOVR SLK sneaker and the ICON Curry 5 sneakers.
Each ICON Platform shoe is completely redesigned by the different artists as they are held by no bounds, adorning the footwear with bold colors and artistic touches. Every episode featured an unboxing from artists such as Kenesha Sneed, Hyesu Lee, Shelby & Sandy, Jen Mussari, and Tommii Lim.
Artist-Created Running Sneakers
Under Armour's ICON Creator Collabs Series Channels Six Artists
Trend Themes
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Industry Implications
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3. Digital Content Creation - Disruptive innovation opportunity: Developing digital video series that showcase brand partnerships with artists, strengthening brand identity and reaching a wider audience through online platforms.