Themed It Comes from Below, the global Under Armour push aims to show how every great sporting moment starts with strong footwork.
Under Armour has unveiled its latest global marketing campaign, highlighting footwork as a critical component and skill in every athlete’s arsenal. The initiative underscores the brand’s commitment to creating footwear which maximises the accessory as a performance weapon.
Driven by the tagline It Comes from Below, the branding push is dedicated to showcasing how every great sporting moment starts with the feet and that strong footwork, while often overlooked, provides the foundation to defy expectations and achieve athletic excellence.
In time for the 2016 MLB All-Star Game being presented by MasterCard, the overall effort rolls out with a television and online spot and is slated to continue with a number of digital content extensions featuring reigning National League MVP and four-time All-Star, Bryce Harper.
The exercise is to feature the newest footwear styles from Under Armour including the Harper One, the brand’s first signature baseball cleat, which will be worn by Harper in his campaign spot. The newest colour way of the cleat, The Harper One Platinum, will be worn by him during the All-Star Game.
In the film, Numbers, the player’s story is told through the voice of his high school coach, Sam Thomas. Capturing the numbers which put pressure on him throughout his career, Harper is seen training in an empty ballpark amidst visual representations which frantically emerge everywhere.
Going from stadium seats to scoreboards to section numbers, the video ends with a monumental shot of his feet rotating on home plate, illustrating that in a sport dominated by figures, the genesis of his brilliance stems not from statistics but from the first step and pivot in the batter’s box.
In the fall, the brand will release an additional short created in collaboration with agency partner, Droga5, starring another league MVP, Cam Newton. Additionally, the running component of the campaign will premiere to present original video content highlighting the inspirational stories of true runners.
“When we took a hard look at what really sets our athletes apart, it became clear that the journey starts from below. Beyond recognising the importance of footwork, we are committed to creating the most innovative footwear on the planet,” said Adrienne Lofton, SVP, Global Brand Marketing of Under Armour.