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The “Will Finds A Way” Movement by Under Armour Highlights the Importance of Training and The Power of WILL
In celebration of the brand’s origin in athlete performance, Under Armour showcases the importance of hard work, dedication and resilience in its new year-long global training campaign.
As the foremost experts in helping athletes unlock their best, the brand recognises dedicated training and hard work as the essential ingredients towards mastery of any skill.
In its “Will Finds A Way” campaign, it sets out to inspire and ignite the world by taking consumers on a motivational journey spotlighting Dwayne Johnson as he introduces the stories of eight trailblazing athletes: world champion sprinter Natasha Hastings; Olympic swimmer Yusra Mardini; NBA point guard Dennis Smith Jr; actress and Taekwondo national champion Zoe Zhang; world champion Judoka Teddy Riner; stuntwoman Jessie Graff; triathlete Johnny Agar; and state boxing and gymnastics champion Javon “Wanna” Walton.
Dwayne Johnson is no stranger to resilience and hard work. As the ultimate motivator, narrator and spirit of this campaign, he reinforces that nothing is impossible with WILL.
Johnson uses his life as an example to this testament, sharing examples of beating all odds and becoming the person he is today by being the hardest worker in the room.
He carved a new path for himself when his dream of becoming a pro football player was crushed and found himself with less than US$7 in his pocket.
Through these trials, he knows first-hand there is something that lives in each one of us that helps defy doubt, failure or circumstance.
“Over the years, I have failed hard and had my dreams crushed, which inevitably put my back up against the wall. Through that struggle on my way back up, I have learned there is one undeniable constant to success, and that is to always be the hardest worker in the room.
“Our Under Armour ‘Will Finds A Way’ campaign celebrates the power ‘will’ has to overcome the odds and achieve the unthinkable. I am honoured to work alongside some of the most hard-working everyday women and men (and kids) for this campaign, all of which have risen to greatness through unwavering will, determination and being the hardest worker in the room,” said Johnson.
The collection of films was created in partnership with creative agency Droga5, and directed by award-winning directors The Malloy Brothers and Nathalie Canguilhem of Superprime.
In the launch film, Johnson introduces the unique ways each of the featured athletes have willed themselves to greatness; from overcoming social anxiety at a young age, to escaping turmoil and war, or battling the constraints of physical disability.
The fast-paced narrative and visual style carries the audience through this collection of inspiring journeys with the same tenacity that fuels these athletes’ training every day.
The result is a slew of energetic, motivating films that leaves viewers with the sense that no matter their circumstance, with the right amount of WILL, you will find your way to the top.
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