These were all words I had both heard and used countless times while competing for an internship with Under Armour. Over the years I had followed the company's impressive growth, witnessed the "in-your-face" advertising, and was shocked alongside the rest of the country by their fearless uniform designs. Yet despite all of this, nothing could prepare me for what I would experience first-hand when I arrived in the city of Baltimore.
"This isn't like all those other internships. You won't be getting anyone coffee here." This line has practically become a cliché in the world of internships, and every college student looking for work in the summertime has heard it before. Little did I know that when it came to Under Armour, this "line" doesn't just hold true- it is an incredible understatement.
From the moment I stepped foot on UA headquarters, I was on the go. As an intern in the digital marketing department, I was constantly reminded, "Social media never sleeps, Dayana;" quickly, I realized I wouldn't be doing much sleeping either. I was (literally) sprinting from meeting to meeting across headquarters, interviewing the brand's professional athletes, and working at sporting events around the country. Already, I was beginning to note the striking similarities between life at Under Armour and at Northwestern.
Oftentimes people say that what one learns in school is useless in the workplace. I would be lying if I said the thought hadn't crossed my mind during one of my numerous all-nighters throughout the school year. However, during this internship it became clear to me that my experiences as a Northwestern student-athlete had more than prepared me for my workplace. Considering the unforgiving quarter system, grueling schedules, and multiple cross-campus practices a day, my adjustment wasn't a drastic one. Throughout the summer, the similarities proved endless. As I got to know the company's culture, I began to realize more and more what an incredibly cohesive relationship was being formed between Under Armour and Northwestern. Both ends live and breathe their values of teamwork, determination and excellence. Both ends are seen as the underdogs, yet continue to work relentlessly. Both Under Armour and Northwestern don't just demand respect... they are willing to fight for it.
Naturally, I was hungry for any Northwestern-related information I could find. I spent any free-time I had badgering the on-field design teams and ooh-ing and ahh-ing over new uniforms and gear. I not-so-casually invited myself to the video shoot for the uniform teaser, where I would stand in a corner attempting to exude professionalism, while I jumped up and down squealing on the inside. It continuously blew my mind the amount of authenticity and attention to detail Under Armour dedicated to anything Northwestern-related.
On the day of the football uniform reveal, fellow Wildcat and ESPN sports business reporter Darren Rovell first broke the news. Immediately following, my fellow digital marketing interns and I were given the responsibility of pushing the unveiled designs over social media. I watched the very collages I had put together that morning spread like wildfire over the internet- whether it was my favorite sports blog or my friend's Facebook page, the Northwestern stripe was now everywhere.
Never have I seen such incredibly positive feedback. It didn't matter what critics thought... amongst the Northwestern community, the excitement was undeniable. It became obvious to everyone that Under Armour and Northwestern would serve as a catalyst for one another, immediately catapulting this new partnership to the forefront of collegiate athletics.
That was when it really hit me. Under Armour didn't just design our uniforms; Under Armour had brought to life the grit, determination, and unbeatable quality our athletes represent everyday. The "stripe" isn't just something aesthetically pleasing, a design to wear on our chests; the stripe is something tangible to get behind, something that is only ours, and something that embodies the Northwestern spirit proudly for everyone to recognize. If there is one thing I learned from my summer experience, it's this: Under Armour and Northwestern did not simply form a new business arrangement. Under Armour and Northwestern have come together to begin a complete and total movement... and this movement begins with reclaiming the stripe.
From the moment I stepped foot on UA headquarters, I was on the go. As an intern in the digital marketing department, I was constantly reminded, "Social media never sleeps, Dayana;" quickly, I realized I wouldn't be doing much sleeping either. I was (literally) sprinting from meeting to meeting across headquarters, interviewing the brand's professional athletes, and working at sporting events around the country. Already, I was beginning to note the striking similarities between life at Under Armour and at Northwestern.
Oftentimes people say that what one learns in school is useless in the workplace. I would be lying if I said the thought hadn't crossed my mind during one of my numerous all-nighters throughout the school year. However, during this internship it became clear to me that my experiences as a Northwestern student-athlete had more than prepared me for my workplace. Considering the unforgiving quarter system, grueling schedules, and multiple cross-campus practices a day, my adjustment wasn't a drastic one. Throughout the summer, the similarities proved endless. As I got to know the company's culture, I began to realize more and more what an incredibly cohesive relationship was being formed between Under Armour and Northwestern. Both ends live and breathe their values of teamwork, determination and excellence. Both ends are seen as the underdogs, yet continue to work relentlessly. Both Under Armour and Northwestern don't just demand respect... they are willing to fight for it.
Naturally, I was hungry for any Northwestern-related information I could find. I spent any free-time I had badgering the on-field design teams and ooh-ing and ahh-ing over new uniforms and gear. I not-so-casually invited myself to the video shoot for the uniform teaser, where I would stand in a corner attempting to exude professionalism, while I jumped up and down squealing on the inside. It continuously blew my mind the amount of authenticity and attention to detail Under Armour dedicated to anything Northwestern-related.
On the day of the football uniform reveal, fellow Wildcat and ESPN sports business reporter Darren Rovell first broke the news. Immediately following, my fellow digital marketing interns and I were given the responsibility of pushing the unveiled designs over social media. I watched the very collages I had put together that morning spread like wildfire over the internet- whether it was my favorite sports blog or my friend's Facebook page, the Northwestern stripe was now everywhere.
Never have I seen such incredibly positive feedback. It didn't matter what critics thought... amongst the Northwestern community, the excitement was undeniable. It became obvious to everyone that Under Armour and Northwestern would serve as a catalyst for one another, immediately catapulting this new partnership to the forefront of collegiate athletics.
That was when it really hit me. Under Armour didn't just design our uniforms; Under Armour had brought to life the grit, determination, and unbeatable quality our athletes represent everyday. The "stripe" isn't just something aesthetically pleasing, a design to wear on our chests; the stripe is something tangible to get behind, something that is only ours, and something that embodies the Northwestern spirit proudly for everyone to recognize. If there is one thing I learned from my summer experience, it's this: Under Armour and Northwestern did not simply form a new business arrangement. Under Armour and Northwestern have come together to begin a complete and total movement... and this movement begins with reclaiming the stripe.
Watch Coach Fitz's Press Conference:
