Getting Europe’s cynical fitness fanatics to believe in Under Armour innovation.
Creative & Brand Strategy
Creative Direction (oversee teams and specialists)
Campaign / Branding Creative
Art Direction
Copywriting
Infiltrating and influencing the fitness community.
Under Armour may have secured a global revenue of $5.3billion in 2019, but they still approach every opportunity like a challenger brand. Over the last 4 years I’ve worked across over 15 U.A. innovation projects, large and small, local and pan-European. From the brand’s brave entry into the notoriously fickle running shoe market with HOVR to the release of RUSH technology fitness wear which promises to give you 1% energy back through heat-capture technology.
Integrity is everything for this brand. Big emotional rally-cries alone wont cut the mustard. Even more so as the sportswear community becomes increasingly gimmick savvy. We always deployed a double-pronged attack on the European markets, coupling top-down big brand ambassador endorsement with bottom-up mass-scale influencer ‘test and tell’. Our work with Anthony Joshua was always powerful and we learned how to increase engagement by bringing him together
with other cultural catalysts. Above you’ll see our ‘If-Win’ film - a celebratory piece commissioned from Kano to go out the second Joshua beat Klitschko. If he hadn’t taken the crown, this never would have seen the light of day. The film drove over £300K in media coverage and over 10 million views in a matter of hours. It was re-cut to be aired in the Superbowl break. Andy Murray, Steph Curry, Granit Xhaka, Trent Alexander and many more all starred in product-powered content. Our relationship with the brand grew and grew in line with sales.
Feel it to believe it.
We launched U.A.’s new HOVR running shoe technology with a real-runners-only test-and-tell event. Top UA athletes, 100 running influencers and the shoe’s design team from the US came together to not talk, but run. The London Brunch Club ran the show, literally, taking packs of runners in HOVR shoes on 5k loops, selling them the story of the shoes on their feet as they ran. Generated over 3.5m views of influencer content and over 7.5million OTS across top digital running media.
Content that flies.
50 of the UK’s most-followed fitness influencers were brought together to compete in U.A. RUSH technology. Hosted in the Science Museum, London and then rolled out to FIBO - the world’s largest fitness trade show in Cologne, Germany this was ‘state-of-the-art gym meets science lab meets film studio’. We brought in the most advanced image capture technology to create a bank of content that would be the best the influencers’ followers had ever seen. No big athletes. No big media. Just the raw ambition of an influencer army with epic content at their fingertips.
