Under Armour Global Headquarters

Baltimore, MD

When Under Armour relocated its global headquarters to Baltimore Peninsula, Cooper Carry partnered with Under Armour and Gensler's interiors team to bring the brand to life throughout the new campus. Through experiential graphics, branded storytelling, and intuitive wayfinding, the headquarters becomes an immersive environment that celebrates Under Armour's heritage, culture, and innovation — connecting employees, athletes, and visitors to the brand at every turn.

Project Team

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Kevin Kern

Leadership

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Kelly Kleinfelter

Senior Associate

project scope

280,000 SF
5 Floors

Studios

Experiential Graphic Design

CLient

Under Armour

Crafting a Workplace Experience for a Global Performance Brand

Under Armour’s relocation to Baltimore Peninsula, a 235-acre waterfront redevelopment, was about more than just a new workplace. The goal was to design an environment that embodies the company’s identity, celebrates its history, and inspired employees, athletes, and visitors alike. To achieve this vision, Cooper Carry collaborated with Under Armour and Gensler team to develop the experiential graphics and signage program, creating a cohesive brand environment throughout the headquarters and across the broader campus.

By using authentic materials, bold branded photography, timelines of key innovations, and displays showcasing Under Armour’s product technologies, Cooper Carry transformed the workplace into an immersive storytelling environment. Each graphic element was thoughtfully integrated into the architecture to reinforce the company’s performance-driven culture while fostering moments of discovery that connect employees and visitors to the brand’s mission, heritage, and ongoing innovation.

Experiential Graphic Design That Connects People to Brand

The experiential graphics program extends beyond interior storytelling to include intuitive wayfinding, branded signage, and exterior monumentation that help define the 50-acre campus. Cooper Carry created a unified arrival experience, strengthening the visual connection between the headquarters building and the surrounding campus.

Working closely with Gensler’s interiors team, Cooper Carry developed an experiential graphics program that complements the architecture without competing with it. The result is a seamless workplace experience where branding, wayfinding, and storytelling are thoughtfully integrated into the built environment.

Transforming Brand Identity into the Built Environment

Under Armour’s global headquarters demonstrates Cooper Carry’s expertise in experiential graphic design for corporate workplaces, translating a globally recognized brand into an engaging physical experience. By combining experiential graphics, branded storytelling, and intuitive wayfinding, the project creates meaningful connections between people and place while reinforcing Under Armour’s culture throughout its headquarters campus.

Under Armour Global Headquarters

Crafting a Workplace Experience for a Global Performance Brand

Experiential Graphic Design That Connects People to Brand

Transforming Brand Identity into the Built Environment

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