Title: Train Like You
Insight: This brand is for you, supporting you as you chase your goals at every level.
Rationale: Gyms, tracks, even a work out plan can be intimidating. Under Armour itself is known for grit, durability, strength through resilience. This campaign pushes the shopper to bring out the best in themselves as athletes — the best that’s already there.
Title: Unite This House
Insight: Wherever you land politically, sports unite us. Under Armour leads that unification.
Rationale: It’s a bold move to speak on the state of our country, but we all agree we are better when we come together. Under Armour is the patriotic brand. Adidas is German and Nike polarizes half the nation every five years or so. Through UA’s products, branding, and brand identity, they can take it there. Bold move though.
Title: For The Love Of Pain
Insight: In almost every aspect of life, you grow through discomfort. Under Armour gets it.
Rationale: The fitness journey looks different for everyone. Some just want to feel better, rehab an injury, or build confidence. Some embrace the pain. This campaign speaks to those who already live that life and it’s disarming for those that don’t. Smile. Hug the cactus.
Title: Just Do Better
Insight: Frankly this one is just for fun.
Rationale: I actually don’t believe this is on brand for UA but this is my spec work page and this one’s all in good fun. I don’t think UA should be paying attention to what anyone else is doing and they’re voice is not a snarky petty Wendy’s voice that should punch up at Nike — but if Nike has some controversial global screw up and UA used this, I’d laugh.
Images created with Chat GPT with my direction. Copy not at all created with Chat GPT.