UNDER ARMOUR - LAUNCHING IN A CROWDED MARKET BY BEING TRUE TO THE BRAND
Under Armour had grown to become the second largest sports brand in the US and a global success story. It was time to launch in The Middle East and the brand needed to find a smart way to launch in the region against competitors with far bigger budgets.
Being true to the brand, an action orientated plan was put in place rather than merely an advertising campaign. We created 'The Armour Challenge', which was a fully integrated platform that worked with leading trainers across the region to help drive awareness, mass engagement, social debate and supported the brand’s flagship retail opening.
As lead strategic and creative partner on the launch, we created the full IMC plan, directed and quality controlled all other third party agency partners and ultimately held responsibility for a quality delivery.
The project resulted in 11 photo shoots, 11 social films , full print and OOH campaign, a partnership with 15 gyms and a large scale final event on one of Dubai’s most famous beaches.