The Battle - World Cup Anthem

At the center of driving global conversations and social change, women are bridging gaps, growing the sport, continuously breaking stadium records and the world is watching. With over fifteen professional female footballers on the Under Armour roster, UA is dedicated to providing them the solutions they need to perform at the highest level and keeping them in the spotlight at the top of their game, on and off the pitch. The 2023 Women’s World Cup not only showcased the best athletes around the globe but provided a well-earned chance for the world to celebrate their success.

In addition to the launch of two new product offerings, Under Armour hyped up the anticipated international rivalries via a hero film and musical track pairing global football sensations Kelley O’Hara and Alex Greenwood with two female music artists–Gavlyn from the United States and Nadia Rose from England. The concept for the film and track was born out of the battle mentality. Kelley and Alex are both outstanding players on powerhouse teams that we believed could go to battle against each other in later rounds of the tournament. That battle is mirrored by Gavlyn and Nadia, rap artists from the athletes’ respective countries, as they’re pitted against one another in a musical showdown seen below:

With a campaign centered around these dynamic athletes and artists, the omnichannel task was to give the campaign legs to connect the women starring in this anthem with our audiences, provide behind-the-scenes content, and showcase the great product innovation powering this anthem and our athletes at the World Cup through storytelling and wayfinding.

Director - Kat Webber
Creative Director/ECD - Karena Evan
Global Creative Director - Alex Bardoff
Executive Producers - Fuliane Petikyan, Taj Crichlow
Director Global Production - Erinn Kahle
Global Content Production - Emily Bois
Head of Integrated Production - Kara Pierce
DP - Laura Merians
Global Marketing and Support - Angela Sikes, Heather Hudgins, Maddie Sita, Allie Cook, Ali Boccia, Tom Walter
Project Management - Meagan Perkins, Patty Blaze, Kenny Bayton, Chris Bowerbank
Global Music & Brand Partnerships- Brenden Miller
Wardrobe - Bree Perry
Makeup - Rika Shimada
Hair - Mirna Jose, Erica Long
Social / Media - Leila Khadrane, Leah Kern, Mekale Jackson, Michelle West
Omni Creative - Samantha Schlemm, Alex Steel, Carissa Pray, Amanda McMahon
Ecomm - Erika Lingonblad, Nikki Kratochwill, Meagan Shank, Holly Ovenden, Victor Grossman, Pei Qing Koh
Retail - Cassandra Rios
Comms - Lindsey Register
Sports Marketing - Marco dos Santos, Guilian Gary, Alexandre Desmedt

and many more not listed here