It's a barrage of numbers in Under Armour's new spot starring Washington Nationals pro baseball player Bryce Harper. Created out of Droga5 and directed by Somesuch/Anonymous Content's Aoife McArdle, the film intersperses a voiceover of Harper's high school coach Sam Thomas reciting a litany of stats with scene after scene of digits, "A Beautiful Mind"-style, to illustrate the amazing feats Harper has pulled off throughout his career. There was his 570-foot home run at age 15, his 31 homers in 66 games, his four time all-star run, and so on.
Ultimately, however, Coach Thomas asserts, "But kid, just remember no number sounds as good as this," as we hear a whack of the bat against a ball. With that, the spot homes in on Bryce's feet winding on the home plate and empowering his mighty hit.
Released in time for tonight's 2016 MLB All-Star Game, the spot is the first installment of the brand's multi-sport campaign "It Comes From Below," which will also feature Cam Newton. It aims to show how every great athletic feat -- starts with the feet -- and is meant to highlight Under Armour's commitment to making footwear that maximizes performance.
The campaign features the brand's latest footwear styles including the brand's first signature baseball cleat the Harper One, which Mr. Harper will be wearing in the All Star Game today.