A whole new brand
Cal was first. The first public university in the great state of California. They are the pioneers. They are the trailblazers who started it all. Same goes for Under Armour. When status quo was the status quo, they changed everything. Starting revolutions. Challenging authority. Being first. That’s what Cal and Under Armour have been doing since their respective day ones. Now, together, through passion, design, and the relentless pursuit of innovation, they fight to keep that revolutionary spirit alive.
- Art Direction: Kirk Roush
- Photography: Sam Gordon
- Copy: Dane Rahlf & Matt Norman
IT STARTS WITH US.
We set THE blue and gold standard, emblazoned it with a bear, and held it high. Then we watched our passion spread across the state.
Challenging the status quo, driving forward, never backing down. The future of intelligence. The future of excellence. The future of defiance, innovation, and sport. This is where it all begins.