Under Armour is a human performance company. They exist to make you better. So when they asked us how their brand mission should evolve to fit the changing world, we developed a creative platform and global marketing initiative to extend their mission into new territory...
We’ve always given athletes the armor to accomplish impossible feats. To push past their limits. To reach any goal. But even the toughest external armor cannot make up for an untrained mind. And we'll always just be scratching at the surface of human potential if we ignore the most powerful thing about being human. So it's time we lifted the armor we’ve placed on athletes. The shiny layer that makes us see them as superhuman - and instead looked beneath it. Because it’s not just the armor we put up that makes us strong, it’s what lies underneath. It’s time to go Under the Armour.
The launch campaign served to define our brand position on mental strength, validate our perspective with athlete stories and provide tools and exercises for all athletes to train and improve mental strength.
The story came to life across broadcast film, social content, retail and in-store placements, radio and streaming audio, digital advertising, and an online mental strength training hub. It was produced for key markets across North and South America, Asia and EMEA, with our content being translated into more than 10 languages.
