MADE stands for Military, Agency, Defense, and Emergency—but the voice had to carry even more weight than the acronym. I wrote product copy, branding statements, and positioning language for this elite Under Armour line, where every word needed to move with precision. These pieces weren’t just performance wear—they were mission-critical tools—and the copy had to reflect that. From catalog pages to campaign headlines, I helped tell the story of gear designed to serve those who serve, built to hold up in the harshest conditions and say something about the person wearing it.
