Under Armour Fat Tire
A True First.
When I arrived at Under Armour in the summer of 2014, the very first project I given to work on was this guy—a logotype for the Fat Tire. Under Armour teamed up with Michelin to create a trail running shoe that was basically part bike tire.
With a shoe that literally leaves behind tire tracks, the pressure was on to do it justice. I decided to design a mark the mimicked the look of a tire track. Large angular slabs with empty spaces between loosely achieved the look and formed an aggressive mark. After a few rounds of adjustments, I presented the final design to the Footwear team behind it. After not hearing back about it for months, suddenly the shoe, with my logo, was everywhere.