Under Armour Goes Above and Beyond in New Video
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The video, which will air online and be pushed out through the brand’s social channels, follows the campaign’s first spot, which ran in July and featured Washington Nationals pro baseball player Bryce Harper. Under Armour is also putting out a social call to arms for participants of its next event, UA Run Camp-Desert, taking place in October. The brand is asking runners to post photos and share runs socially through special apps, using hashtag #earnyourspot.
Mr. Offutt noted that the new video coincides with the release of Under Armour’s new sneaker, the UA Charged Bandit 2, which will retail online for $100.
Next month, the brand, which spent $20.6 million on measured media in the U.S. last year according to Ad Age’s Datacenter, will debut a third and final spot featuring Carolina Panthers football player Cam Newton. Under Armour worked with event management specialist Human Movement, Ironclad Marketing, and its in-house team to put its experiential event together.
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