UNDER ARMOUR: UNDER THE ARMOUR
REDEFINING “STRENGTH” FOR A BRAND WHO’S ONLY EVER FOCUSED ON ONE HALF OF IT.
THE CLIENT
Under Armour
THE ASK
Transform Under Armour into a brand that stands for more than just physical strength.
THE SOLVE
Enlist the help of the world’s top athletes to share their mental strength training routines and give people the tools to build their own.
THE EXECUTION
360° Brand Campaign – Broadcast | Online Video | Social | Digital | App
THE PERFORMaNCE ACADEMY
Stopping at spots wasn’t enough. We wanted to deliver something tangible athletes could access that would let them train their minds like the pros.
So we partnered with renowned sports psychologist Dr. Michael Gervais to create the UA Performance Academy, an online library of science-backed exercises any athlete could use for free.
