With future rollouts, the sportswear company plans to use the chant to generate organic social content through people posting their own versions, said Nugent. The goal is for the chant to be “adopted by culture” through user-generated content on Instagram and TikTok, he said.
Future content will drop during “key sports moments” such as the women’s World Cup this summer, said Boring.
Under Armour has been working to reach younger athletes, specifically those aged 16 to 20, executives said during an earnings call in February.
To this effect, Under Armour began to put funding towards training for younger athletes, including committing to offer scholarships and programming for HBCU and female college athletes, at the beginning of last year after moving away from big college deals. It launched an in-house campaign with longtime endorser and now-retired NFL quarterback Tom Brady in September that targeted young athletes.
Along with its new agency, Under Armour is under new leadership—Stephanie Linnartz, former Marriott International Inc. president, took over as CEO on Feb. 27. Under Armour reported revenue of $1.6 billion, up 3% from the prior-year period, in the quarter ended Dec. 31. Its fiscal third-quarter results beat expectations but the company has been dealing with a falling stock price and a glut of inventory.