Under armour. launch campaign

What we did

Under Armour is a big deal in the US and has broken ground in Australia, but currently the brand doesn't have an Australian identity. Our job was to officially launch Under Armour in Australia and create local relevance.

Under Armour isn't Nike or Adidas. It doesn't focus on the glory of the big stage. Under Armour is a brand that celebrates hard work, the blood sweat and tears spent when working to reach your goal. We felt that there was something very 'Australian' about this, not just celebrating the hard work, but the underdog and those that have battled against adversity. We didn't want to celebrate glory on the worlds stage, but the battle to get there or even the stories of everyday people that are training to achieve something special. 

Our launch focussed on 2 extraordinary Australian athletes with extraordinary stories. You may not have heard about them, but that's the point.