An immersive fitness environment where consumers could test the technology behind UA ColdGear through curated cold-weather workouts activated inside an “igloo.” Under Armour brought the experience to the Notre Dame vs. Northwestern college football game — a key platform for the brand, given both schools are sponsored by Under Armour and located in cold-weather cites. The activation marked the 20th anniversary of the UA ColdGear mock turtleneck, the catalyst for the broader product line.