Project overview
For Under Armour, partnering with RedPeg Marketing, the challenge was to create something unexpected and memorable: a fully functional, 3-D printed version of the classic game Battleship — but with a twist. Dubbed “BattleShoe,” the project featured custom shoe-shaped game pieces, each 3D modelled and printed, interacting on a bespoke game board. The result: a tactile, branded experience that brought Under Armour’s athletic identity into the realm of playful engagement.
Involvement
- 3D Printing
- Branding
The Brief
Design and produce a one-of-a-kind game experience that:
Integrates Under Armour’s brand identity (performance, innovation, athletic edge)
Utilizes 3D-printed game pieces styled as shoes that not only look the part but function in game play
Works collaboratively across creative agency (RedPeg), Under Armour’s internal teams, and production partners
Delivers on both visual impact and physical usability — the pieces must move, align, and engage like traditional Battleship components
Achieves a premium finish suitable for brand activation, trade shows or experiential marketing
My Approach
Concept & Modelling: I began by sketching shoe-inspired forms for the game pieces, drawing on Under Armour’s design language of dynamic lines and athletic motion. These sketches were translated into 3D models, refined for printability, durability and tactile functionality (stands, pegs, docking points).
3D Printing & Prototyping: Using additive manufacturing workflows, I generated multiple iterations to test scale, weight, balance and surface finish — ensuring each piece could snap into the board grid, move freely, and hold up under repeated use.
The Results
The BattleShoe project delivered a striking brand experience: the crossover of athletic gear and a classic board game generated high engagement, social buzz, and showcased Under Armour’s commitment to innovation in both form and function. The physicality of the 3D-printed pieces reinforced the brand’s tangible performance value — not just another promotional item, but a playable, refined piece of branded gear.
