George P. Johnson Experience Marketing Launches National Brand X Student Design Competition

  George P. Johnson Experience Marketing Launches National Brand X Student
  Design Competition

 Under Armour, Event Marketer magazine and Event Design magazine lend support
to groundbreaking student experience design competition seeking out tomorrow’s
                             brand design leaders

Business Wire

NEW YORK -- February 12, 2013

The number one ranked event and experience marketing agency, George P. Johnson
(GPJ), today unveiled an open challenge to the nation’s top undergraduate
design and marketing students with the launch of Brand X, a groundbreaking
competition featuring sports performance brand Under Armour, and with support
from industry publications Event Marketer magazine and Event Design magazine.
More details are available via the online hub:

The first-ever national competition of its kind, Brand X (“experience”) will
expose college students to the emerging multidisciplinary approach to brand
marketing that emphasizes richer, more meaningful interactions between brands
and consumers. Experience design unites every marketing channel around a
powerful and consistent brand promise, including digital, public relations,
advertising, social media, direct, experiential and more. The competition is
intended to be a platform that will bring industry attention to the growing
importance of experience design as an exploding discipline within the
marketing field and to introduce talented students to its practice.

Brand X will challenge student teams to develop a hypothetical Under Armour
event campaign that begins 100 days out from the 2014 Olympics in Sochi,
Russia and will include digital, mobile and physical experiences that will
deliver on Under Armour’s brand values in compelling, memorable ways,
culminating at Olympic Park in Sochi. The winning team will be flown to the
annual Event Marketing Summit (May 6-8 in Chicago) for a special awards
ceremony in front of industry leaders, receive a cash prize and will be
offered prestigious paid internship positions with a GPJ creative studio.
Special coverage of this historic program will appear in Event Marketer, Event
Design and on their web sites.

“We couldn’t be more excited to have the Under Armour brand play a central
role in a competition we feel is helping to shape the future of brand
marketing,” said Shana Gritsavage, Director of Global Events at Under Armour.
“Brands today are looking for new methods to elevate the customer’s experience
across all touch points, and experience design is a growing discipline driving
that shift.”

Reflecting the multidisciplinary nature of experience design, Brand X student
teams will be comprised of talents from four core areas: environmental design,
graphic design, digital and copywriting. Students will come from programs at
universities and colleges nationwide, forming teams through crowdsouced
elements and via partnerships with colleges and universities.

“The really exciting part of Brand X, for me, is the fact that we’re
uncovering the best up-and-coming design talent in the country and challenging
them to get outside their comfort zone,” said John Trinanes, Senior Vice
President of Creative with GPJ. “Students who might have never heard of
experience design before are going to come together, learn and compete on a
truly national stage with one of the world’s great brands.”

Rolling out in early February nationwide, Brand X will allow student teams to
enroll until February 28. After the enrollment period an all-star judging
panel made up of leading brand marketers and representatives of major design
associations will select the finalists and then determine the first, second
and third place teams.

“For the explosive growth of experiential marketing to continue for many years
to come, it’s critical to develop the next generation of experience
marketers,” says Dan Hanover, Editor and Publisher of Event Marketer and Event
Design magazines. “Brand X will expose future industry practitioners to the
magic of live experiences and we are thrilled to support this initiative.”

About George P. Johnson (

GPJ is the number one ranked experience marketing agency, enabling brand
marketers to create great ideas and bring them to life through integrated
experiential programs that leverage online, device-driven and physical brand
experiences. Brands in technology, healthcare, CPG, finance, automotive and
other markets rely on GPJ to help them compete more effectively on a global
basis by creating and accelerating relationships with customers, employees,
partners, media and other audiences. GPJ is part of Project: WorldWide, the
leading independent engagement marketing solutions network (
Follow GPJ at

About Under Armour

Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of
branded performance apparel, footwear, and accessories. The Company's products
are sold worldwide and worn by athletes at all levels, from youth to
professional, on playing fields around the globe. The Under Armour global
headquarters is in Baltimore, Maryland, with European headquarters in
Amsterdam’s Olympic Stadium, and additional offices in Denver, Hong Kong,
Toronto, and Guangzhou, China. For further information, please visit the
Company's website at

Photos/Multimedia Gallery Available:



George P. Johnson
Tom Maher, 617-535-9820
Executive Director, Marketing
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