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
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