Under Armour Ups Game with Cam Newton Tie-up

Titled Prince with 1,000 Enemies, the new spot from the It Comes From Below campaign by Under Armour features MVP, Cam Newton.

Under Armour has released the latest commercial from its global marketing campaign, It Comes From Below, featuring reigning MVP, Cam Newton. The push first launched in July with a short starring MVP Bryce Harper, and followed with a second chapter in August with UA Running.

Titled Prince with 1,000 Enemies, the three phases of the marketing exercise highlight footwork as a critical component and skill in every athlete’s arsenal, regardless of sport, and underscores the brand’s commitment to creating footwear which maximises the performance tool.

The brand captures the spirit of Newton, who faces seemingly insurmountable odds and obstacles head on, letting nothing stand in his way on his continued path to greatness. The spot is narrated by his mother, Jackie Newton, and contains a passage from Richard Adams’ Watership Down.

The film likens him to its protagonist as he uses his speed, agility, and strength to dodge falling trees and sprint through a forest. While he uses his hands and shoulders to stay upright, the camera is focused on his footwork that enables him to push beyond the obstacles standing in his way.

In time for the first game of the 2016 football season, the creative execution developed in partnership with Droga5, debuts with a television and digital spot featuring Newton. The campaign story will continue with a number of content extensions on social media.

“Cam’s athletic journey starts from below with unrivalled footwork, and Under Armour is committed to supporting athletes by creating game-changing footwear that gives them the edge when they need it most,” said Adrienne Lofton, SVP, Global Brand Marketing at Under Armour.