Under Armour made a significant footwear push in the Fall/Winter of 2016. The strategy was that all product categories would latter up to a single unified approach.
Footwear is an athlete’s secret weapon. This campaign sought to retrace the footsteps of athletes that have demonstrated superior footwork using memorable plays or movements.
After a few rounds of concept development, our ECD dubbed the visual wrapper the “Colson-split” after I juxtaposed the tight athlete crops with the footwork and overlayed the maps.
We brought the campaign to life from curb to counter across all categories in brand houses throughout the world. It was the most unified seasonal creative in the history of the brand at the time.
Footwear revenues increased 36% to $228M driven by accelerated growth in running and basketball in Q4.