# Under Armour Brand Voice Guidelines

## Communication Style

Under Armour's communication style is **direct, confident, and performance-driven**. It's built on a foundation of athletic aspiration and innovation, speaking to athletes and active individuals with authority and purpose. The tone is primarily **empowering and motivating**, while also being clear and functional for user-centric content.

-   **Overall Tone and Personality:** Confident, authoritative, inspiring, functional, and energetic. The brand exudes a sense of relentless pursuit of improvement and innovation.
-   **Key Stylistic Elements and Patterns:**
    -   **Concise and Punchy:** Short, impactful phrases are preferred, especially in navigation and headlines.
    -   **Benefit-Oriented:** Content often highlights what the product or feature *does* for the user (e.g., "Track orders, view history, or start a return").
    -   **Strong Adjectives & Superlatives:** Uses words like "Innovative," "Proven," "Most."
    -   **Brand-Specific Terminology:** Integrates proprietary technology names (e.g., UA HeatGear®, UA ColdGear®, UA Vanish) as key differentiators.
    -   **Action-Oriented Language:** Employs active verbs to drive engagement and convey purpose.
-   **Vocabulary Preferences and Word Choices:**
    -   **Performance-focused:** *Gear, Performers, Innovative, Training, Compression, Unstoppable.*
    -   **Action verbs:** *Track, Manage, Shop, Discover, Enter, Win.*
    -   **Enthusiastic (when appropriate):** *WE LOVE.*
    -   **Direct and clear:** *New, Featured, All, By, Shop.*

## Content Patterns

Under Armour's content is structured to be easily navigable and to quickly convey value and purpose.

-   **Common Themes and Topics:**
    -   **Sports and Athletic Pursuits:** Extensive coverage of various sports (Football, Running, Golf, Basketball, Training, etc.).
    -   **Innovation and Technology:** Highlighting proprietary technologies that enhance performance.
    -   **Product Categories:** Clear delineation of clothing, shoes, and accessories for men, women, and kids.
    -   **Seasonal Relevance:** Promoting new arrivals and gear for specific seasons or events (e.g., "Fall Sports," "New In For Fall").
    -   **Exclusivity and Collaboration:** Featuring special collections or athlete collaborations.
    -   **Customer Account Management:** Providing clear pathways for order history, saved items, and profile management.
-   **Structural Approaches to Content:**
    -   **Hierarchical Navigation:** Content is organized logically with main categories and clear subcategories (e.g., "Men" > "Shop by Sport" > "Football").
    -   **List-Based Information:** Extensive use of bullet points for menu items, features, and options to enhance readability.
    -   **Descriptive Headings:** Headings are often short, bold, and followed by a concise, benefit-driven description.
-   **Call-to-Action Styles and Patterns:**
    -   **Imperative and Direct:** CTAs are unambiguous and action-oriented (e.g., "Shop All Men," "See All," "Make a Return").
    -   **Benefit-Driven:** CTAs often include a brief explanation of the outcome (e.g., "Track orders, view history, or start a return").
    -   **Embedded CTAs:** Category links themselves serve as implicit calls to action, encouraging exploration.

## Audience Interaction

The brand interacts with its audience as a knowledgeable guide and an enabler of performance.

-   **How the Brand Addresses its Audience:** Primarily through implied direct address (e.g., "Manage *your* account," "Shop *your* favorites") or by speaking about shared passions (e.g., "WE LOVE Football").
-   **Level of Formality and Relationship Style:** Functional and aspirational. The relationship is professional and expert-driven, focused on equipping the user for success. It's not overly casual or conversational, but it is approachable and helpful.
-   **Engagement and Conversation Patterns:** Engagement is driven by clear utility and aspirational content. The brand prompts action and exploration rather than extended dialogue. It fosters a sense of belonging through shared athletic goals and exclusive offerings.

## Guidelines & Examples

### Do's
-   **Be Direct and Clear:** Get straight to the point.
-   **Focus on Performance & Innovation:** Emphasize how products help athletes perform better.
-   **Use Strong, Active Verbs:** Drive action and convey energy.
-   **Leverage Brand Terminology:** Consistently use names like HeatGear®, ColdGear®, Vanish.
-   **Maintain a Confident Tone:** Speak with authority and belief in the product.
-   **Provide Clear Pathways:** Guide the user effortlessly through content and actions.

### Don'ts
-   **Be Vague or Ambiguous:** Avoid unclear language or jargon not specific to the brand.
-   **Use Passive Voice:** It weakens the message and dilutes impact.
-   **Sound Weak or Apologetic:** Under Armour is about strength and overcoming challenges.
-   **Overly Casual or Colloquial Language:** While not formal, avoid slang that doesn't align with an aspirational athletic brand.
-   **Over-explain:** Concise communication is key.

### Example Phrases and Expressions
-   **On-Brand:**
    -   "Proven Performers"
    -   "World's Most Innovative Tees"
    -   "FOOTBALL GEAR WE LOVE"
    -   "Track orders, view history, or start a return"
    -   "UA HeatGear®: Stay cool, dry, and light."
    -   "Shop by Sport. Dominate your game."
    -   "Unleash your potential."
-   **Off-Brand (examples to avoid):**
    -   "We think these might help you out a bit." (Too tentative)
    -   "Check out our cool stuff!" (Too casual, lacks focus)
    -   "It is believed that these products perform well." (Passive, weak)

### Content Types and Formats
-   Website Navigation (menus, category headings, sub-navigation)
-   Product Descriptions (brief, benefit-driven, technology-focused)
-   Promotional Banners and Headlines
-   Account Management Interface Text
-   Collection and Feature Spotlights (e.g., "Fleece Shop," "Fall Sports")