A designated “war room” was filled with samples, inspiration, post-it notes and sketches. Prospective names and brand marks for the new collection were focus grouped. Working on extremely tight timelines the war room served as the hub for cross functional discussions and design reviews. After extensive research into the material science, the embellishment and trim package mimicked the far infrared rays with a color shift treatment. The cut & sew direction took cues from a futuristic, refined approach by focusing on collars, hems and waistband finishes. Since its launch in Fall 2019, UA Rush is now a $100M + business between men and women.