Under Armour launch world’s first ice gym
By Jessica Kane on Thursday, November 8, 2018
Under Armour and creative agency RED have partnered with IMG Live and Dick’s Sporting Goods to create the world’s first ‘Ice Gym’.
Located in Chicago, the immersive experience was created to celebrate the 20th anniversary of Under Armour’s ColdGear clothing and technology, produced by UA after a plea by college athletes.
As the ice gym opened, fans were invited down to put the latest ColdGear range to the test.
By completing extreme workouts and challenges fans were able to win prizes and use a 360-body heat map illustrating how UA’s ColdGear can maintain body temperature.
Also available in the alternative gym is a training circuit including ice kettlebells and ice bench presses. Those completing the challenge, will be given the chance to have their name etched onto an ice wall.