ROMAN SHUMAN

The 2022 Washingotn Commanders Rebrand was the result of an 18-month collaborative process with fans, alumni, players, community leaders and stakeholders across the D.C., Maryland and Virginia (DMV) area.

I was responsible for leading the creative team including internal and external creatives driving branding all platforms and formats. Working tirelessly with my counterparts to produce custom content, brand marketing and original programming across all platforms and consumer touch points.

Leading the creative of the most successful team rebrand ever in NFL history, together we achieved 87.3B+ impressions/reach, 60 million+ views on all launch day content globally. and $628M+ in media value across broadcast TV, online, print news and all social.

Under Armour partnered with Virgin Galactic to produce flight suits for the first civilian flights in the history of space travel.

In collaboration with internal VG marketing team, we scripted a 3-part PR content series, social and retail launch creative to bring the partnership to life.

UA Flow is the most important footwear innovation Under Armour has launched in the company’s history. As a response to industry leaders in lightweight cushioning (ie. Nike React), UA developed a material that merges the midsole and outsole removing the need for rubber while providing even more traction.

I was responsible for naming, logo development, copywriting, product positioning and creative direction working closely with our footwear innovation team every step of the to bring this multi-sport, multi-platform technology to market.

In 2017, Under Armour opened it’s doors in Detroit, MI. The city felt very much like that of Baltimore (UA Global Headquarters) which inspired the creative theme WE ARE HERE: The attitude of the up-and-comer. The mentality of the fighter. The heart of the artist. The soul of the city

We created a UA Brand House Artist Series to bring up-and-coming-artists from both Baltimore and Detroit together to create one-of-a-kind works of art to live in store and tell their stories of what Detroit means to them.

UA Clone is a new footwear innovation debuting in 2020. Responsible for naming, logo development, copywriting, product positioning and creative direction working closely with our footwear innovation team every step of the to bring this technology to market.

Adaptive Fit = Ferocious Speed. Greater Than Humanly Possible.

In designing the Under Armour Beijing Brand House, we created an interactive VR golf experience with professional golfer Jordan Spieth at the center of it all.

For the launch of Stephen Curry's second Under Armour sneaker, we worked on an extremely limited edition box that was only available at three UA flagship stores. There are only 180 of these boxes available in the world. We sent the 30/180 box directly to Steph Curry (He also requested a few more to give to friends and family!) 

To kick off the opening of UA Brand House Boston, we launched a run focused event around the Boston Marathon that was a grueling 50 story stair climb to the top of the Prudential Building.

Cold weather campaign direction positioned around the positive effects of working out in the cold. UA Coldgear Reactor and UA Coldgear Rush apparel creates the optimal system of dress, THE UA COLDGEAR® SYSTEM.

In 2016, Under Armour opened a Brand House in the land of the Badgers. Carrying on the theme of the team rebrand earlier in the year, we designed this store to feel like it was an extension of the campus.

Executed at the on-set of Covid shutdown, 2020 UA Recover marketing campaign is an example on how the team recalibrated the original plan and to still deliver on this mineral-infused technology story.

After winning his first world championship, we asked Stephen Curry what he wanted now that he finally got that ring. He replied “MORE.”

This is how we brought this to life as an elevated retail experience.

In 2018, Under Armour opened a Brand House in South Korea . We designed the space from the architectural phase to installation. Creating a store that has the UA attitude with elements local to the city of Seoul.

‘UA HOVR Lifts You Up’ was the 2019 campaign design direction evolving the footwear platform into the HOVR Phantom and HOVR Sonic styles.

Big East Men’s Basketball Tournament / Madison Square Garden. Sponsored by American Eagle Outfitters. Event marketing included center court logo, venue banners, led banners, media backdrops, etc.

Peoples Cartel Clothing meets Handmade Arcade. Advertising, packaging, and product design exclusive to Pittsburgh’s first and biggest artisan convention.

LCW provides complete event management, multimedia production, and creative services. Integrating creative services and live event production with meeting and travel management. Full brand identity + brand book design.

American Eagle Outfitters’ back-to-school 2012 campaign featuring real people in ae jeans. We traveled across the country to document these unique individuals taking what we make and making it their own. During this time we also launched a user submission/voting based contest that would go on to determine the cast of future campaigns. These are some of the ways that we told their stories.

We The People… is about being honest and real. Shot on location in Nashville, TN, this campaign follows 30 of our closest friends – artists, athletes, musicians – who inspire, excite and challenge us on a daily basis.

Photography John Urbano

Make Your Break. American eagle outfitters spring break 2012 seasonal campaign.