Under Armour has launched Lab 96 Studios, an innovative in-house content hub poised to revolutionize how the brand connects with athletes and fans through engaging, cinematic, and entertainment-driven storytelling, moving decisively beyond traditional advertising.
For years, Under Armour has solidified its reputation by outfitting professional athletes across top-tier leagues like the NFL and MMA. While their performance wear became synonymous with elite competition, the brand recognized a pivotal shift in how younger generations consume content and engage with their athletic heroes. This understanding has culminated in the launch of Lab 96 Studios, a groundbreaking in-house content studio designed to usher in a new era of athlete storytelling.
This strategic move signifies a major evolution for the brand, steering away from conventional 15 or 30-second commercials. Instead, Lab 96 Studios is committed to producing “evergreen, entertainment-driven content” that fosters deeper connections with athletes and the dedicated fanbase of the brand. The goal is to engage audiences in fresh, episodic, and cinematic ways, meeting them where they are and how they want to consume stories.
The Vision Behind Lab 96: An Open Playbook for Modern Storytelling
Tyler Rutstein, Executive Producer of the studio and SVP, Global Brand & Americas Marketing, articulated the ambition behind Lab 96 Studios. He emphasized that the initiative represents a “new frontier for Under Armour and a commitment to storytelling that puts athletes at the center.” This isn’t merely about marketing; it’s about “building worlds around athletes, teams, and the spirit of competition,” as Rutstein shared with Variety.
The studio’s name, Lab 96, is a nod to Under Armour’s foundational year, 1996, and the experimental ethos that defined its early days. This spirit of innovation is crucial for reaching today’s consumers. Rutstein highlighted the challenge of connecting with Gen Z and Gen Alpha, who are increasingly disengaged from traditional TV commercials. The new “open playbook” approach allows for content strategies to evolve dynamically with consumer habits and platform consumption.
The goal is clear: “to inspire, entertain, and connect with the next generation of athletes in ways that feel authentic and culturally relevant.” This commitment extends beyond product promotion, aiming to create content that is inherently valuable and engaging on its own merits.
A New Era of Diverse Content Formats
Lab 96 Studios promises a diverse slate of original projects, blurring the lines between competition, creativity, and culture. The content spectrum will range from:
- Short-form social series tailored for quick consumption on digital platforms.
- Compelling docuseries offering in-depth looks at athletic journeys.
- Long-form originals designed for immersive viewing experiences, potentially extending to half-hour YouTube videos.
This flexible approach ensures that Under Armour can craft stories that resonate across various digital ecosystems, from linear TV to social media feeds.
Inaugural Projects and Strategic Collaborations
The studio wasted no time in making its mark. It debuted in September with “We Are Football,” a short film that encapsulates the new cinematic approach. The film features a powerful lineup of brand ambassadors, including rapper Gunna, NFL athletes, UA Next talent, and emerging stars in women’s flag football, all brought to life with a performance ethos.
Lab 96 Studios is also actively building a robust slate of original projects through key partnerships:
- A high school football series is being developed in collaboration with Overtime, spotlighting powerhouses like IMG Academy and St. Frances Academy.
- A docuseries focused on women’s flag football is underway with SMAC Entertainment.
- The studio recently launched a baseball series with Boardroom, further cementing its dedication to athlete-driven narratives.
These collaborations underscore Under Armour’s commitment to teaming with leading partners and independent creators who share their vision for compelling sports entertainment.
Investing in the Future: State-of-the-Art Facilities
Reinforcing its long-term investment in this content strategy, Under Armour has plans to build a state-of-the-art studio and podcast space at its new global headquarters in Baltimore. This facility will serve as a central hub for producing high-quality content that connects culture, competition, and creativity, providing the infrastructure needed for ambitious future projects.
This launch of Lab 96 Studios is a crucial component of Under Armour’s broader comeback strategy. It places the spotlight squarely on athletes, recognizing that they don’t just play the game—they write the story. By investing in authentic, culturally relevant storytelling, Under Armour aims to deepen engagement with its core audience and cement its position at the forefront of sports culture for generations to come.
