Core disciplines: Digital, Social

Challenging athletes to earn their armour and Under Armour to earn athlete attention.

On the verge of launching their new Performance Baselayer across the UK and Germany, Under Armour didn’t just seek to build awareness, but create relevant connections with a dedicated community of athletes.

Pride and confidence are core human traits and cornerstones of any athlete’s drive to perform better than the rest. Through online conversations, we challenged amateur athletes to reach new training goals, and, more importantly, to grow their pride and confidence. In turn, we pushed Under Armour to go beyond the expected and contribute to a culture obsessed with performance and improvement, forging connections between brand and people.

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