Under Armour's new global campaign via Droga5 NYC champions women who are beyond compare

Under-Armour-women.jpgUnder Armour has launched Unlike Any, its newest global marketing campaign via agency Droga5 New York. Through collaboration with spoken word artists, the campaign celebrates and honours the unprecedented achievements of female athletes that rise above gender comparisons and stand on their own as marvels of athletic prowess.

To accomplish this, Unlike Any shines a light on the remarkable talents of six Under Armour athletes including American Ballet Theatre principal ballerina Misty Copeland, long distance runner and Harlem Run Crew founder Alison Désir, world champion sprinter Natasha Hastings, and two of the brand's newest athletes; professional stuntwoman Jessie Graff, and Chinese taekwondo champion and actress Zoe Zhang (Lanxin Zhang). Additionally, world champion alpine skier Lindsey Vonn's Unlike Any film will premiere in Fall 2017. 

VIEW THE MISTY SPOT
VIEW THE NATASHA SPOT
VIEW THE ZOE SPOT
VIEW THE ALISON SPOT
VIEW THE JESSIE SPOT
The suite of campaign films were directed by Georgia Hudson of Agile Films. To portray these women as Unlike Any, she captured 360-degree rotations of their athleticism from every angle, paying homage to the movements that have driven their incredible achievements. Each story of WILL takes form in a set of tributes -  poetry crafted specifically for each athlete at the peak of their performance - from spoken word artists who were inspired to craft a lyrical work in honour of each athlete's story and transcendent ability. Hastings' explosive sprints, Graff's gravity-defying aerial cartwheel, Désir's unwavering endurance, Zhang's rapid-fire high kick and Copeland's awe-inspiring pointe technique are all captured to exemplify how each individual is truly Unlike Any.

"We've built the women's category at Under Armour on a foundation of innovative products and storytelling that champions her athletic performance. We will continue to break new ground with our women's business by consistently recognising the ways in which women are re-defining the athletic experience and by creating great product that meets her evolving needs," said Pam Catlett, SVP & General Manager of Women's, Under Armour. 

"Each of our athletes in this campaign have shattered expectations and challenged the status quo on their respective playing fields. For Unlike Any, we set out to celebrate and elevate our athletes to where they belong - above gender roles, above labels, and above convention," said Adrienne Lofton, SVP Global Brand Management, Under Armour. "Our unique approach was to create these unexpected films that honour our athletes with powerful poems from the hearts and minds of some of the most thought-provoking artists in the world. Our brand aims to inspire women everywhere to continue making history in their own lives and this campaign is a reminder that we stand for and with her." 

To experience the full campaign and shop the Fall / Winter 2017 Women's collection, visit UA.com and download the UA Shop App on iTunes and Google Play. Unlike Any is Under Armour's most expansive campaign to date and will feature more than 200 pieces of content that have been created for Under Armour's digital and social platforms as well as for digital and media partners such as Facebook, YouTube, Pinterest, Snapchat, Refinery29, Well + Good and Soundcloud. The campaign will be released and supported in a wide range of global markets, particularly in the U.S., Europe and China, further cementing the company's commitment to supporting athletes of all levels from all over the world.

1 Comments

Atticus said:

I love these….powerful words for powerful women.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.