Info
Amsterdam, The Netherlands. | Published on: March 28, 2012
Social media pitch
UNDER ARMOUR'S FIRST EMEA CAMPAIGN KICKS-OFF WITH UNEXPECTED TRAINING BATTLES http://pr.co/p/000om5
Summary
Under Armour teams up with advertising agency MAKE Amsterdam to launch their first ever EMEA brand-campaign. Launching on March 28th 2012, with a live feed on www.facebook.com/newbattles, it will feature key Under Armour athletes, matched with opponents from different disciplines. The purpose is to challenge athletes to learn new skills, arming them for future battles. It will be the first story of a 12-month continual engagement campaign that is called “New Battles. New Armour.”
Details

On March 28th sports apparel and footwear brand Under Armour teams up with MAKE Amsterdam, to launch their first-ever EMEA campaign. Shot at Amsterdam’s urban city-park the Westergasfabriek (westergasfabriek.nl), using groundbreaking high-speed cameras, it features key Under Armour athletes, matched with opponents from different disciplines.

The continual engagement-campaign will see featured athletes challenged to push beyond the constraints of their own sports, learning new skills for new battles while showcasing the spectrum of benefits of Under Armour apparel. Insights gained can be utilized in their own sports, allowing the athletes to further master their own disciplines.  
 
The core of the campaign is captured in its headline: “New Battles. New Armour.”
 
The campaign will debut with a high-intensity training session featuring Welsh International Rugby Union and Under Armour athlete, Jamie Roberts who will face Mixed Martial Artist Chloe Bruce. Bruce will lead Roberts in a martial arts-based training, co-created with leading sport performance trainer Nate Costa. The training will focus on agility, balance and speed, complementing Roberts’ power and strength.
 
The Roberts/Bruce training session will be the first story launched within is a 12month activation schedule. The next round of challenges will include England International footballer Bobby Zamora paired with an athlete of the Sepak takraw discipline; Olympic Skier Lindsey Vonn will face a Shaolin Warrior Monk.
 
The story can be followed via facebook.com/newbattles. Featured athletes will be posting their observations and insights from the training sessions from their own social media pages.
 
Watch the exclusive LIVE 'making-of' on the 28th of March here: www.facebook.com/newbattles.
Watch the TEASER VIDEO here: www.youtube.com/watch?feature=player_embedded&v=a-ccuuMuCvk

MAKE Amsterdam
Founded in 2009 by ex Executive Creative Director of Strawberry Frog, Dylan Ingham, who has a bit of a habit of starting companies and helping them reach their creative potential. MAKE Amsterdam has been growing their team and client portfolio, leading a new wave of global content generation for major household brands. Clients include: Under Armour EMEA, Global Heineken Innovation, Global Heineken Commerce University, Samsung International, Cruzcampo International, and more.
 
About Under Armour, Inc.
Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The Company's products are sold worldwide and worn by athletes of all levels, from youth to professional, on playing fields around the globe. Founded in 1996 by current President, Chief Executive Officer and Chairman, Kevin Plank and recognised as the fastest growing performance brand in the United States. For further information please visit www.underarmour.co.uk or www.facebook.com/underarmouruk
Quotes
This new campaign represents a defining moment in the Under Armour brand story and will serve as a catalyst for our continued global growth. Creating a platform designed to motivate athletes to push beyond perceived limits of training is true to our core values and showcases innovation in our apparel and footwear.

— Stuart Redsun, Senior Vice President, Global Brand Marketing, Under Armour
We create brand adventures, focusing on creating meaningful continual touchpoints, in attempt to enter into a stream of relevant conversation within the lives of people . We're proud and excited to help Under Armour EMEA to step into a world of continual conversation with their consumers.

— Dylan Ingham, Founder and Creative Director of MAKE Amsterdam
Videos