Under Armour Headquarters - Locust Point - Baltimore, Maryland

Under Armour’s “Earn Your Armour” video campaign was designed to promote their line of baselayer compression gear and clothing. This line featured professional athletes who are at the pinnacle of their sports, embodying the brand’s commitment to excellence and high performance.

The campaign targeted customers who were passionate about improving their training and workout routines, seeking to inspire them through the stories and dedication of these elite athletes.

Wordsling’s Impact: Creative Direction

Wordsling played a pivotal role in the “Earn Your Armour” campaign, with a focus on the following key responsibilities:

— Developing creative programs and design concepts that aligned with business objectives and advanced Under Armour’s brand strategy.

— Collaborating with cross-functional teams to provide comprehensive brand creative direction across all digital initiatives.

— Driving and refining how Under Armour communicated its mission and personality digitally, ensuring a cohesive and compelling narrative.

Background and Treatment

To support the “Earn Your Armour” campaign, Wordsling developed complementary content aimed at extending the customer journey across digital platforms.

The approach included:

— Diving deep into the psyche of the athletes, revealing what drives them and how they achieved their success.

— Creating engaging and inspirational content that peeled away the layers of their “Armour,” showcasing the hard work and dedication that went into earning their status.

— Using a mix of storytelling and visually compelling video content to resonate with the audience’s aspirations and commitment to training.

Wordsling took charge of the creative direction and video production for the “Earn Your Armour” campaign, ensuring a seamless and impactful presentation. We managed the entire creative process, from initial concept and storyboarding to production and final edits.

Development of Creative Concepts

We crafted innovative storytelling strategies tailored to meet and exceed Under Armour’s goals. By combining our expertise in video production, content, and brand marketing, Wordsling developed a series of videos that truly represented Under Armour’s dynamic and energetic brand, aiming to inspire and engage the target audience.

Solving Key Issues for Under Armour’s Campaign

We addressed several critical challenges to enhance the campaign’s effectiveness:

— Audience Engagement: By focusing on compelling storytelling and high-quality video production, we significantly increased audience engagement and interaction with the content.

— Brand Consistency: Ensured that all content pieces aligned with Under Armour’s brand values and messaging, creating a cohesive and powerful campaign narrative.

— Digital Reach: Leveraged various digital platforms to maximize the reach and impact of the campaign, targeting the right audience segments effectively.

Performance Results

The “Earn Your Armour” campaign achieved remarkable success and significant performance improvements:

— Increased Engagement: The videos and content we produced saw high engagement rates, with viewers spending more time interacting with the campaign.

— Enhanced Brand Perception: The authentic and inspirational portrayal of the athletes helped reinforce Under Armour’s brand image as a leader in high-performance sports gear.

— Expanded Reach: The campaign’s digital initiatives resulted in a broader reach, attracting new customers and retaining existing ones.

By focusing on the athletes’ journeys and dedication, we helped Under Armour create a powerful and resonant campaign that inspired their audience to push their limits and earn their own “Armour.”