Under Armour Puts the Focus on Laces in its First Global Soccer Campaign

Brand Gave Several Players Their Own Personalized Pairs

Published On
Sep 22, 2015

Editor's Pick

Under Armour is getting into soccer, and while its first global campaign features some celebrity players, its differentiation from other brands is its focus on something unusual: the players' shoelaces.

The SlayYourNextGiant campaign, by Droga5, stars Memphis Depay of Manchester United, Cameron Carter-Vickers of the Tottenham Hotspur Academy, and various young up-and-coming players from Brazil, Chile, Mexico, and the U.K. It features the tagline "You're just getting started."

The campaign, which comes with its own microsite homes in on the players' laces, what the agency describes as the "item that completes an athlete's ritual before heading into battle."

Under Armour gave its soccer athletes customized laces engraved with a personal goal, each pair representing a new "giant to slay." These can be seen in the 30-second ad, but perhaps more interesting is the social element: as players reach each milestone, they will symbolically remove their laces and replace them with a new pair, sharing their journey on social media channels along the way.

Players have been teasing the campaign by posting their laces on their social channels since the beginning of the season. These additional social storylines feature athletes like Jermaine Jones of the MLS' New England Revolution, Oswaldo Alanis and Jesus Corona of the Mexican National Team, and Gonzalo Fierro of Colo-Colo in Chile.


Sep 22, 2015
Brand :
Under Armour
Client :
Under Armour
Agency :
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer
Group Creative Director :
Tim Gordon
Creative Director :
Rick Dodds
Creative Director :
Steve Howell
Copywriter :
Craig Gerringer
Art Director :
Conner Tobiason
Chief Creative Officer :
Sally-Ann Dale
Head of Broadcast Production :
Ben Davies
Executive Broadcast Producer :
Matt Nowak
Head of Interactive Production :
Niklas Lindstrom
Executive Interactive Producer :
Justin Durazzo
Associate Interactive Producer :
Morgan Mendel
UX Director :
Daniel Perlin
Executive Design Director :
Rob Trostle
Global Chief Strategy Officer :
Jonny Bauer
Head of Strategy :
Chet Gulland
Group Director, Strategy :
Colm Murphy
Group Director, Strategy :
Harry Roman
Senior Strategist :
Candice Chen
Head of Communications Strategy :
Colleen Leddy
Senior Communications Strategist :
Hillary Heath
Head of Data Strategy :
Andrew Tully
Data Strategist :
Anthony Khaykin
Data Strategist :
Annie Corbett
Social Strategist :
Rebecca Russell
Group Account Director :
Julian Cheevers
Account Director :
Brian DEntremont
Account Manager :
Cory McCollum
Account Manager :
Lucy Santilli
Associate Account Manager :
Scott Bubis
Project Manager :
Monique Lavie
Senior Project Manager :
Courtney Kosup
Director, Technology :
Andy Prondak
Technology Lead :
Michael Mosley
Quality Assurance Engineer :
Yadira Isaac
Director, Integrated Production Business Affairs :
Dianne Richter
Integrated Production Business Manager :
Adam Krasner
Chief Executive Offier and Founder :
Kevin Plank
Executive Vice President, Global Marketing :
Adam Peake
Senior Vice President, Brand Creative :
Steve Battista
Senior Vice President, Brand Strategy :
Rick Anguilla
Vice President, Creative and Design :
Brian Boring
Creatives :
Mark Gonzalez
Vice President, Global Brand and Sports Marketing :
Peter Murray
Director, Global Football Teresa Oles :
Peter Gansler
Senior Brand Manager of Global Football :
Doug Vosik
Broadcast Production Company :
Director :
Henry Hobson
President :
Diane McArter
Executive Producer :
Robert Herman
Executive Producer :
Carine Harris
Director, Photography :
Stuart Graham
Producer :
Hera King
Production Manager :
Polly Hartley
Interactive Production Company :
Active Theory
Executive Producer :
Nick Mountford
Interactive Tech Director :
Michael Anthony
Creative Director :
Andy Thelander
Interactive Senior Producer :
Annie Chen
Editorial Company :
Final Cut
Editor :
Michael Wadsworth
Editor :
JD Smyth
Cutting Assistant :
Andre Castiglioni
Executive Producer :
Lauren Bleiweiss
Producer :
Mackenzie Alexander
Post Production Company :
Significant Others
Visual Effects Producer :
Alek Rost
Visual Effects Artist :
Dino Tsaousis
Audio Engineer :
T. Terressa Tate
Assistant Audio Engineer :
Jesse Carbonaro
Color :
Color Collective
Colorist :
Mike Howell
Supervising Colorist :
Alex Bickel
Producer :
Claudia Guevara
Sound Design/Music :
Sound Design :
Significant Others
Quality Assurance :

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