THE GAME doesn’t stop just because the crowds have gone home.
Under Armour had pioneered a line of game-changing RECOVERY APPAREL. They came to us to BUILD THE HYPE — and show just how this gear lives up to it.
BEYOND THE BUZZER
Today’s athletes train. They play. They recover. Then they start all over again. There’s never a time when an athlete isn’t an athlete. Knowing this, Under Armour engineered an exclusive line of bioactive recovery gear to help them stay primed 24/7. Our job was not only to launch these products but to help position a whole new category that could live up to UA’s mission to make athletes better.
BUILDING THE PLAYBOOK
We started with the big idea — Gear for Your Nonstop Game — and built off that to develop an identity and packaging that telegraphs cutting-edge technology and style. We crafted messaging to turn the promise of “less soreness, more relentless” into a rallying cry. We produced video content taking the athlete to the lab and we launched a digital campaign designed to drive interest, simplify the tech and get this gear into the hands of athletes everywhere.
How I learned to STOP WORRYING and love the bots.
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