Under Armour Puts the Focus on Laces in its First Global Soccer Campaign
Brand Gave Several Players Their Own Personalized Pairs
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.
Credits
- Date
- Sep 22, 2015
- Brand :
- Under Armour
- Client :
- Under Armour
- Agency :
- Droga5
- 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 :
- Furlined
- 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 :
- Plan8
- Sound Design :
- Significant Others
- Quality Assurance :
- Enzyme
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