Winning in the digital arena

Delivering a high-performance digital community for UA Combine athletes and fans

THE HEADSCRATCHER

Your brand is all about winning, no excuses. It’s taken hard work and grit to launch and build Southeast Asia’s largest touring fitness competition: eight demanding physical and mental challenges modelled on elite athletics training. But as the competition grows, it’s not just the athletes who need to raise their game; your digital experience does too.

How do you level up a platform for more countries, more athletes and more pressure without losing the energy that keeps competitors hungry to win?

Mongoose, built and delivered the physical competition on the ground, and needed a digital counterpart that could match the intensity. We had a track record with performance sportswear brand Under Armour with the first iteration of the UA Combine website, so they asked us to build a next-generation site with the strength, speed, agility and stamina of the athletes it served.

Designed a bold, versatile UI system that brought Under Armour’s competitive edge to life across every page

Doubled the number of country sites by scaling the platform from 4 to 8 fully localised markets

Engineered a mobile-first, multi-language experience that delivered seamless registrations and engagement

Our no-holds-barred assessment of the existing site showed strong performance but not the foundation needed for something more ambitious. We needed a dynamic, competition-focused platform that captured the energy of Under Armour’s brand and inspired athletes to take part.

To realise that vision, we partnered with Mongoose, the experiential lead, to develop a new, fully digital experience. We also made the strategic decision to build with WordPress to support scale, flexibility and localisation. This enabled us to double the number of country sites from four to eight markets.

With our foundations in place, we created a bold and versatile design that brought Under Armour to life on every page. To boost engagement, we introduced event hubs that mirrored the intensity of competition, prize details that stoked motivation and test guides that built confidence. For inspiration, we added video content that captured the spirit of UA Combine.

Knowing athletes access training and competition info on the move, we thought mobile-first at every stage. Finally, we stress-tested the platform to ensure a seamless multilingual experience and high performance under load. The outcome was a highly interactive hub where athletes could register, prepare and track their performance.

Most importantly, the new platform lived up to the brand promise at its core: ‘Don’t just train. Train to compete. Train to win.’ This was the digital arena where Under Armour’s mission came alive, built to push harder, go further and inspire more athletes than ever before.

As 350 athletes went head-to-head in eight brutal tests, there was zero need for excuses. The new platform did more than keep up with the competition; it raised the bar and scaled across Southeast Asia and Oceania without breaking stride.

Delivered a seamless experience across eight markets – from Indonesia, Malaysia and the Philippines to Singapore, New Zealand and Australia, via Thailand and Vietnam.
Strengthened Under Armour’s regional presence as the brand that inspires athletes to push harder, perform stronger and compete to win.
Celebrated elite athletic performance by creating a community hub covering preparation, registration and results.

While athletes went head to head, we worked hand in hand with Mongoose on the ground to deliver a high-performance digital hub that matched the intensity of the competition.

Our digital arena embodied the spirit of UA Combine and Under Armour’s philosophy. No shortcuts. No excuses. Just the digital fuel athletes needed to train, compete and win.