Under Armour Brand Campaign
Athletes experience comparisons everywhere concerning just about anything—their form, their record, their presence on the team. Which All-Star do they most resemble? How does their technique stack up to the Greats? Comparisons are no longer used for context, they’re now confused with competition.
Combating this long-standing and increasingly toxic trend, Under Armour created a rallying cry to fuel self-confidence in youth athletes by empowering them to Be The Athlete No One Saw Coming. Focused on encouraging young athletes to look beyond the comparisons and focus on their biggest competition - the athlete in the mirror - the campaign marks another important milestone in Under Armour’s ongoing mission to make athletes better.
You don't need to be the "next" anybody. You just need to be the best version of YOU. Promise yourself that, and trust me, the rest falls into place. @UnderArmour pic.twitter.com/JoXBU7YNvH
— Tom Brady (@TomBrady) September 7, 2022
This omnichannel campaign featuring some familiar faces premiered across TV, social, UA.com, through tactical press partnerships and more, highlighting’s Under Armour’s commitment to creating opportunities for millions of youth to engage in sports by 2030, breaking down barriers for those who strive for more.
Brand and Activation Strategy: Tom Walter and Megan Baker
Creative Direction: Alex Bardoff
Copy and Creative Lead: Samantha Schlemm
Channel Design and Creative Lead: Elena Howland
Social, Email, PR and Digital Strategy: Samantha Perez, Jami Macklin, Michelle West, Leila Khadrane, Erika Lingonblad, and Molly Chalmers
Grant Program Design: PrayTell and Samantha Perez
Brand Campaign Ops: Eleni Polites, Kellyanne Toal, and Patty Blaze
Omnichannel Ops: Chris Bowerbank
