"Will finds a way" with Under Armour
by The One Centre
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26
April, 2018
26th April 2018
Under Armour’s latest campaign starring The Rock is designed to accelerate the brand’s expansion outside the United States.
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Under Armour has launched a new campaign that tells the stories of seven hard-working international athletes, including Dwayne “The Rock” Johnson.
Featuring over 400 pieces of digital content, the campaign heroes Under Armour’s higher purpose as a brand that exists to support underdogs: athletes who come from nowhere, and work tirelessly to overcome every hurdle that blocks their path.
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“So how do you make it? How do you overcome the odds?” asks The Rock, before introducing six other awe-inspiring athletes who’ll stop at nothing to achieve their dreams.
There’s Syrian swimmer Yusra Mardini whose mantra is, ‘Screw fate’, Zoe Zhang, a ferocious Chinese martial artist and actress, and The Rock, who never let an injury spoil his dreams of becoming a professional athlete.
“So how did I get here? By being the hardest worker in the room. How are you going to get here?” he says, echoing Under Armour’s own ethos as a challenger brand that’s taking on the giants of the sportswear category, including Nike and adidas.
Under Armour is on a mission to grow its markets outside the United States by 25% in 2018, which explains why this campaign represents athletes from around the globe.
“Dwayne is the representation of the masses, the motivator of all people”
Adrienne Lofton, senior VP for global brand management at Under Armour, told Creativity: “Sometimes, because we’re an elite performance brand, we may not reach the everyday, hardworking athletes around the world. For Under Armour, Dwayne is the representation of the masses, the motivator of all people, all things – that’s where he’s always shined.”
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Since 1996, Under Armour has shaken up the sports performance category by continually experimenting with new materials, leading to its HeatGear®, ColdGear® and AllSeasonGear® lines, among others.
Of course, product innovation has only taken the brand so far. As Matt Mirchin, SVP global brand and sports marketing, told Contagious a few years ago, Under Armour’s simplicity of purpose is key to the brand’s success: “Build a great product, tell a great story, service the business and build a great team.”
Under Armour was created by Kevin Plank, a former American footballer, which gave it instant credibility among footballers. In 2013, the brand appointed Droga5 to help lift its appeal to female customers, which led to the now infamous ‘I will what I want’ campaign starring Gisele Bündchen.
The latest campaign, also by Droga5, stays true to its ballsy, no-holes-barred brand voice.
“Dare to lead. Never follow”, “Adversity fuels victory” and “Completely honest. Perfectly imperfect” are listed among Under Armour’s eight brand values, proving Under Armour is a company that knows exactly what it stands for.
![](https://theonecentre.com/wp-content/uploads/2018/04/UA-TheRock03.jpg)
Why It Matters
- Under Armour is treading in similar territory to Nike’s ‘Just Do It’ as a brand that exists to support athletes by ‘making things that make them legendary’. For both brands, this simplicity of purpose is key to their success.
- However, unlike Nike’s superstar line-up of sponsored ambassadors and celebrities who seem to be supernaturally gifted, Under Armour is aligning its brand with the underdog; those whose natural circumstances and conditions require overcoming, even before they can ‘just do it’.
- This everyman appeal and line-up of athletes from different countries, ages, ethnicities and challenging contexts highlights Under Armour’s difference: Will vs. Talent; Tenacity vs. Technique.
- Under Armour and its agency Droga5 share a belief in ‘culturally impactful creative’ – work that taps into the zeitgeist to enhance audience appeal.
- This brand work is targeting the streets of the world, where adversity and disadvantage reign, and attempting to make Under Armour the call – and clothing – for the underdog who has the audacity and will to succeed against their own personally-entrapping odds.
- It’s not a matter of ‘just doing it’, but ‘beating it’ for Under Armour.
![](https://theonecentre.com/wp-content/uploads/2018/04/UA-Kid02.jpg)
Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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Retail
13/12
Target creates mini-musical spectacular for Christmas
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Transport
3/11
Nissan creates mobile workspace
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Lifestyle
13/10
Lincoln Motor Company taps Annie Leibovitz for campaign
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Products
30/09
Braun creates hypnotic installation for London Design Week
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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Lifestyle
1/06
Google launches 360-degree interactive animated short film
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Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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Finance
12/05
Save The Children returns with harrowing refugee film
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Fashion
19/04
COS creates "show-stopping" installation
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Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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Technology
23/02
Samsung launches immersive brand experience store
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Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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Technology
24/08
Apple Watch creates blooming installation at Selfridges
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Fashion
17/06
Nike targets women with luxury workout experience
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Art & Design
11/06
HSBC soars in stunning elevator film
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Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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Fashion
31/10
Leica and Moncler create Monumental exhibition
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Technology
8/09
Wind Mobile celebrates human connections
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Products
18/08
Lego targets architects with new product range
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Products
23/07
GE revives iconic Moon Boot to celebrate role
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Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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Media & Entertainment
8/06
GQ to groom men with branded barbershop
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Transport
4/06
BMW's iconic Art Cars Project launches global tour
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Food & Beverage
27/05
Chipotle turns to literature in new project
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Food & Beverage
20/05
Cornetto spreads the love with film series
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Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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Finance
25/03
NRMA opens Crashed Car Showroom
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Technology
24/03
Intel urges audiences to 'look inside' in film series
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Fashion
12/03
Net-A-Porter launches glossy print magazine
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Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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Products
20/12
Dom Perignon and Jeff Koons create art
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Fashion
5/12
Patagonia film celebrates the stories we wear
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Food & Beverage
18/09
Chipotle wages war on Big Food
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Technology
21/08
AT&T's brutal new film to stop texting and driving
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Transport
14/08
BA tugs the heartstrings with Visit Mum film
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Transport
4/06
Leave the world behind with Volvo
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Technology
9/05
IBM & The World's Smallest Film
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Fashion
11/04
Burberry merges digital and physical worlds
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Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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Lifestyle
25/10
Red Bull goes Stratospheric
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Transport
7/09
Audi showcases the future in Spheres
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Technology
10/07
AT&T unveils transmedia experience Daybreak
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Products
30/06
Google experiments with art and science
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Technology
28/06
GE asks Australians for Two Words
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Food & Beverage
14/06
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