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.