Role: creative director, writer, film director

UA | Train Your Game is a 20-episode masterclass-style library of content featuring elite experts from the top 5 major leagues. Designed to bridge the gap between pro and everyday athletes, the content helped shift UA's loyalty program from transactional points to high-quality, value-based rewards.

Since launch, the revamped UA Rewards program has seen massive growth, with nearly 3 million members as of 2024, well ahead of projections. The program has driven increased purchasing behavior, with members buying premium products more frequently than non-members. This boost in loyalty has contributed to a 2% growth in Under Armour's e-commerce sales during key quarters, helping direct-to-consumer revenue increase by 4%.