“The Cold Abuse Simulator, a larger-than-life cold weather generating machine.”

The Reinvention of Cold.

Under Armour and Dick’s Sporting Goods came to us looking for a solution to tell the story of ColdGear, Under Armour’s flagship line of garments.  What better way to display its game-changing technology than for super star athletes to test the gear in the most abusive conditions? Each broadcast spot depicted the epic duel of man against machine, positioning the athlete and their ColdGear with the clear upper hand.

The brute force of winter provides the perfect setting to test the quality and endurance of ColdGear.  But, like any good scientist will tell you, you have to be able to recreate these icy conditions to get an accurate result. To this point, we created The Cold Abuse Simulator, a larger-than-life cold weather generating machine: an extremely brutal representation of the harsh elements that ColdGear garments are engineered to face. For Olympic gold medalist alpine ski racer Lindsey Vonn, the cold materializes as a frigid blast of 60 mph wind, and snow, blasting up a steep incline. For professional Lacrosse player Paul Rabil, the cold becomes pounding blocks of ice looking to crush him with every thrust.