During mid-April, sports performance brand Under Armour (UA) unveiled a new ‘Live In UA’ brand platform tailored exclusively for the Australian market marking a pivot in Under Armour’s design, marketing strategy and creative approach by championing a fusion of functionality and fashion to meet the demands of today’s active lifestyle. Objective The brief was to… Continue reading Under Armour Australia Rolls Out Softer Edged, Everyday ‘Live In UA’ Local Campaign
Tag: Under Armour
Under Armour Uses ChatGPT & Player Ambassadors To Write ‘The Ultimate Team Talk’
Under Armour leveraged artificial intelligence (AI) and human insights to take the classic pre-game hype speech to the next level for a global brand campaign called ‘The Ultimate Team Talk’ which blended new tech with insights from elite soccer stars like Trent Alexander-Arnold and Antonio Rüdiger. According to the advertiser, the script was crafted… Continue reading Under Armour Uses ChatGPT & Player Ambassadors To Write ‘The Ultimate Team Talk’
Under Armour Rap Battle Music Video Fronts ‘Armour Up’ Female Rallying Cry Leverages Women’s World Cup
A punchy, rap-battle meets soccer skills music video spot – starring musicians Gavlyn and Nadia Rose, plus footballers Kelley O’Hara and Alex Greenwood – fronts Under Armour’s ‘Armour Up’ rallying call campaign leveraging the FIFA 2023 Women’s World Cup. Launched on 12 July, ahead of the kick off of a tournament jointly hosted by… Continue reading Under Armour Rap Battle Music Video Fronts ‘Armour Up’ Female Rallying Cry Leverages Women’s World Cup
Under Armour Gets Tough In Star-Studded ‘Dig Deep / Grind Now’ New Year Campaign
The start of January saw Under Armour release a star-studded, integrated campaign aimed at engaging athletes of all levels through the shared battle to ‘Dig deep and find that extra gear’ and drive home a brand message about the transformative nature of training. The athlete ambassadors fronting the creative include Jordan Thompson, Seth Curry… Continue reading Under Armour Gets Tough In Star-Studded ‘Dig Deep / Grind Now’ New Year Campaign
Under Armour Holiday Campaign Sh0oows How To Support The Athletes You Love With ‘Give The Gift’
Under Armour urges viewers not to take things for granted this festive season, but rather to see everything as a gift in a seasonal US ‘Give The Gift’ campaign that highlights the potential in every single day. Creative in harness with .DOMO, the hero spot was helmed by Birth Director Noah Conopask and it… Continue reading Under Armour Holiday Campaign Sh0oows How To Support The Athletes You Love With ‘Give The Gift’
Under Armour Promotes Youth Sports Commitment Via ‘The Only Way Is Through: Gift of the Game’ Campaign
Through early 2022 Under Armour has doubled down on its commitment to make youth sports more accessible through an international programme and connected marketing campaign based around identifying and addressing barriers to participation and providing the resources, support, opportunities and inspiration to overcome them. In January Under Armour announced a new commission to its… Continue reading Under Armour Promotes Youth Sports Commitment Via ‘The Only Way Is Through: Gift of the Game’ Campaign
Under Armour Wearable NFTs Honour Hoops Star Steph Curry Shattering NBA 3-Point Record
In late December, sports apparel brand Under Armour celebrated brand ambassador and basketball super star Steph Curry breaking the NBA’s three-point record (on 14 December) with a collection of Non Fungible Tokens (NFTs) to mark the milestone and which are applicable across multiple metaverse platforms. The digital tokens were based around the brand’s ‘Genesis… Continue reading Under Armour Wearable NFTs Honour Hoops Star Steph Curry Shattering NBA 3-Point Record
New F1 Driver Mick Schumacher Fronts Fresh Phase Of Under Armour’s ‘Train What’s Under The Armour’ Campaign
As the Formula One (F1) season got under way, mid-March saw US sportswear brand Under Armour leveraged its athlete ambassador partnership with new Haas F1 driver Mick Schumacher through an extension of its ongoing ‘Train What’s Under The Armour’ brand campaign. Spanning television, digital and social media, the campaign is spearheaded by a hero… Continue reading New F1 Driver Mick Schumacher Fronts Fresh Phase Of Under Armour’s ‘Train What’s Under The Armour’ Campaign
Curry & O’Hara Front Under Armour’s ‘Run to Vote’ Challenge & Tools To Drive US Voter Turnout
Under Armour has launched ‘Run To Vote’: its first-ever election-related program which aims to increase voter turnout and to remove some of the barriers which keep Americans from participating in and making an impact in the country’s democracy. The primary objective is make voting less of a struggle for its US employees and the… Continue reading Curry & O’Hara Front Under Armour’s ‘Run to Vote’ Challenge & Tools To Drive US Voter Turnout
Under Armour & JD Sports Team Up For Alexander-Arnold ‘Homegrown Champion’ Campaign
Under Armour and JD Sports teamed up in mid September to capitalising on athlete ambassador Trent Alexander-Arnold new status as Premier League winner to leverage the start of the new Premier League season with a campaign called ‘Homegrown Champion’. The multi-touchpoint campaign sets out to make Alexander-Arnold look iconic and statuesque to position Under… Continue reading Under Armour & JD Sports Team Up For Alexander-Arnold ‘Homegrown Champion’ Campaign
Saints Launch 2020/21 UA Strip Through Online Arcade Style Gaming ‘Defying The Odds’ Initiative
8 July saw Premier League side Southampton FC launch its new home kit for the 2020/21 season, created by supplier Under Armour, through a bespoke online and mobile game within which the visuals of the new shirt became unlockable for players/fans completing level three. The arcade style game, called ‘Defying The Odds Since 1885’,… Continue reading Saints Launch 2020/21 UA Strip Through Online Arcade Style Gaming ‘Defying The Odds’ Initiative
Under Armour & Trent Alexander-Arnold > The Only Way Is Through
Launched on 25 June, just hours after Liverpool FC clinched the Premier League – the club’s first domestic league title in 30 years – Under Armour leveraged its athlete ambassador tie-up with the team’s young fullback Trent Alexander-Arnold with a celebratory online spot celebrating the local star as “just a normal lad from Liverpool whose… Continue reading Under Armour & Trent Alexander-Arnold > The Only Way Is Through
