Illuminated exterior monument sign reading 'Under Armour, 101 Performance Drive,' with a large sculptural logo above it and the glass headquarters facade lit up at dusk in the background.
Split image of campus wayfinding at Under Armour headquarters, showing a large directional sign for The Sports House, visitor drop off, and parking near a passing car, alongside a wayfinding pylon pointing to the Sport Court and Walking Trail.
Exterior view of a dark facade campus building at Under Armour headquarters showing a subtle tonal wordmark pattern across the brick wall, with two people walking along the entry path.
Main reception lobby at Under Armour headquarters featuring a large illuminated logo panel at the front desk, lounge seating, a large video display showing athletic footage, and wood ceiling beams throughout the open space.
Split image of the Humble & Hungry Café at Under Armour headquarters, showing dimensional entrance signage beside a living wall and a red neon script 'Specials' sign against a dark ceiling.
Elevator lobby at Under Armour headquarters featuring a large white sculptural logo relief on the wall, an 'Act Sustainably' brand values sign, and floor-number graphics on the concrete wall, with a person walking through.
Split image of Under Armour headquarters, showing an indoor cycling studio lit in purple with a 'Climb. Sprint. Breathe. Spin.' wall message, and a fin-panel installation displaying dynamic athlete photography in motion.
Illuminated exterior monument sign reading 'Under Armour, 101 Performance Drive,' with a large sculptural logo above it and the glass headquarters facade lit up at dusk in the background.
Split image of campus wayfinding at Under Armour headquarters, showing a large directional sign for The Sports House, visitor drop off, and parking near a passing car, alongside a wayfinding pylon pointing to the Sport Court and Walking Trail.
Exterior view of a dark facade campus building at Under Armour headquarters showing a subtle tonal wordmark pattern across the brick wall, with two people walking along the entry path.
Main reception lobby at Under Armour headquarters featuring a large illuminated logo panel at the front desk, lounge seating, a large video display showing athletic footage, and wood ceiling beams throughout the open space.
Split image of the Humble & Hungry Café at Under Armour headquarters, showing dimensional entrance signage beside a living wall and a red neon script 'Specials' sign against a dark ceiling.
Elevator lobby at Under Armour headquarters featuring a large white sculptural logo relief on the wall, an 'Act Sustainably' brand values sign, and floor-number graphics on the concrete wall, with a person walking through.
Split image of Under Armour headquarters, showing an indoor cycling studio lit in purple with a 'Climb. Sprint. Breathe. Spin.' wall message, and a fin-panel installation displaying dynamic athlete photography in motion.

Under Armour Global Headquarters

Baltimore, MD

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 inspires employees, athletes, and visitors alike. To achieve this vision, Cooper Carry collaborated with Under Armour and Gensler 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.

project scope

280,000 SF
5 Floors

design services

Experiential Graphic Design

CLient

Under Armour

Project Team