BACKGROUND

Born out of the uncertainty that Covid-19 ignited and a social justice movement that has athletes at the center of it, we created a global campaign that helped Under Armour’s community of athletes and fitness enthusiasts to feel in control in a world that felt out of it.

Covid-19 forced athletes, who are known for being creatures of habits, to contend with season stoppages, player/coach quarantines, gym closures and stay at home orders. But it wasn’t just Covid-19 changing the sports landscape. It was Covid-19 in addition to a social just movement that encouraged everyone to fight for equality in whatever capacity they could, athletes included. Racism and eradicating white supremacy is a heavy load for anyone to experience and combat.

Our POV was that Under Armour needed to help Focused Performers feel in control in a world that felt out, but up until that point Under Armour made their athletes better by training only their body. This moment in time unequivocally showed us that athletes needed more than physical strength, athletes need mental strength too. We challenged our creative team to support Focused Performers who were dealing with unprecedented lives of stress to see Under Armour as an ally by giving them tools to gain mental strength.

This led to a global campaign that delivered a Performance Academy where Focused Performers were able to learn how to gain mental strength by licensed professionals, spots broadcasted in the U.S., APAC, and U.K., retail, social ads, Twitch games and more.

Agency: Endeavor’s 160over90