Under Armour creates heat-sensitive site to promote sports gear
LONDON - ColdGear Mock, the sportswear brand owned by Under Armour, is being promoted in a new online campaign that changes according to the temperature.
The temperature sensitive website has been created by Perfect Fools as part of a pan-European online campaign to support Under Armour's new ColdGear Mock, which is designed to be worn under other sports clothes during cold weather.
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The site includes a Weather Watch Barometer that monitors a user's local temperature and changes the site's 'skin' to reflect how cold it is outside.
When the temperature drops below 13 degrees Celsius – the ideal temperature to wear a ColdGear Mock – it is officially ColdGear weather, triggering the site to give detailed product information, a fit guide, and a link to where the clothing can be bought.
The website will be promoted in the UK through social media, targeting bloggers and an ad campaign on Facebook.
Under Armour: new heat-sensitive campaign
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