Under Armour promotes new 'energy-recycling' fabric in documentary starring Steph Curry, Anthony Joshua and Kelley O'Hara

Film for new Rush textile directed by Gotham Chopra explores how the athletes get their edge

Published On
Apr 09, 2019

Editor's Pick

Under Armour is promoting its new Rush fabric technology, which it describes as the "fabric version of an infrared sauna," in a branded documentary that explores how three top athletes get the marginal edge over their competitors.

"Margin of Victory," created by Droga5 and directed by filmmaker Gotham Chopra, centers around NBA champion Steph Curry, World Cup champion soccer player Kelley O’Hara and heavyweight champion of the world Anthony Joshua. It examines how they are all constantly chasing incremental gains in order to stay on top. 

A trailer can be seen above, and the full 10-minute documentary, produced by Religion of Sports, will be released at the end of May 2019. Through the athletes, it will explain the benefits of Rush, which is made with mineral-infused responsive textiles scientifically designed to enhance performance--basically, it claims to "recycle" people's energy and promote increased endurance and strength. The product goes on sale this week. 

Attica Jaques, SVP Global Brand Management of Under Armour, says in a statement: "We’re opening a window into the world of three iconic global athletes, making their journey accessible. We are showcasing the 24/7 nature of the quest for greatness, to inspire people to pursue even the most marginal personal gains in an effort to achieve their own monumental results."

Credits

Date
Apr 09, 2019
Client:
Under Armour
Agency:
Droga5-New York
Creative Chairman:
David Droga
Chief Creative Officer:
Neil Heymann
Executive Creative Director:
Felix Richter
Creative Director:
Jim Curtis
Creative Director:
Ryan Fitzgerald
Creative Director:
Chris Colliton
Creative Director:
Kevin Weir
Copywriter:
Jacob Norremark
Art Director:
Stefan Folio
Copywriter:
Mitchell Quesada
Art Director:
Carolina Perez-Siam
Design Director:
Nate Moore
Designer:
Eli Hochberg
Chief Creation Officer:
Sally-Ann Dale
Director of Film Production:
Jesse Brihn
Executive Producer, Film:
Carole McCarty
Associate Producer, Film:
Holly Schussler
Music Supervisor:
Mike Ladman
Director of Business Affairs:
Jocelyn Howard
Sr. Business Affairs Manager:
Ann Marie Turbitt
Co-Director, Interactive Production:
Justin Durazzo
Co-Director, Interactive Production:
Tasha Cronin
Executive Producer, Interactive:
Shayan Amir-Hosseini
Executive Producer, Print:
Alyssa Dolman
Global Chief Strategy Officer:
Jonny Bauer
Head of Strategy:
Harry Roman-Torres
Group Strategy Director:
Will Davies
Strategy Director:
Sarah Garman
Senior Strategist:
Thijs van de Wouw
Head of Communications Strategy:
Dean Challis
Group Communications Strategy Director:
Yan Wang
Communications Strategy Director:
Kat Ruocco
Communications Strategy Director:
Michael Pignone
Group Data Strategy Director:
Anthony Khaykin
Senior Data Strategist:
Tradd Salvo
Group Account Director:
Alex Woods
Account Director:
Marissa Guerra
Account Supervisor:
Megan Haggerty
Account Manager:
Crystal Chan
Head of Project Management:
Paul Eckelmann
Chief Executive Officer and Founder :
Kevin Plank
President and Chief Operating Officer:
Patrik Frisk
Chief Marketing Officer:
Alessandro de Pestel
Head of Global Management:
Attica Jacques
Executive Creative Director:
Tim Parkinson
VP, Global Brand Creative:
Brian Boring
Sr. Manager, Global Brand Management:
Elise Conway
Global Brand Manager:
Justin Dorr
Campaign Manager, Global Brand Management:
Eleni Polites
Production Company:
Second Child
Managing Director:
Scott Chinn
Retouching Producer:
Michael Mockler
Retoucher:
Natasha Kaser
Retoucher:
Mike Vorassi
Retoucher:
John Clendenen
Photographer:
John Huet
Documentary Production Company:
Religion of Sports
Director:
Gotham Chopra
Executive Producer:
Ameeth Sankaran
Co-Executive Producer:
Giselle Parets
Co-Executive Producer:
Adam Feinstein
Producer:
Bill Reilly
Director of Photography:
Jessica Young
Director of Photography:
Lucas Gath
Editor:
Adam Christian
Producer:
Bill Reilly
Editor:
Hal Honigsberg
Assistant Editor:
Edward Wardrip
Archive Producer:
Tara Farrell
Archival Researcher:
Mo Burnham
Documentary Post Production:
A52
Managing Director:
Jennifer Sofio Hall
Executive Producer:
Patrick Nugent
Executive Producer:
Kim Christensen
Producer:
Sarah S Laborde
Online Artist:
James Buongiorno
Docu Music:
The Elements Music & H. Scott Salinas
Sound:
Formosa Commercials
Mixer:
John Bolen
Executive Producer:
Lauren Cascio
Second Mixer/Assistant:
Herman Thumann
Documentary Animation Co.:
Elastic
Art Director:
Jeff Han
Design & Animation:
Lucy Kim
Design & Animation:
Steven Biggert
Producer:
Jazeel Gayle
Head of Production:
Kate Berry
Managing Director:
Jennifer Sofio Hall
Product Production Company:
SLMBR PRTY Films
Director:
Henry Busby
Director of Photography:
Logan Triplett
Executive Producer:
Leah Donnenberg
Executive Producer:
Sarah Donnenberg
Head of Production:
Kirstin VanSkiver
Line Producer:
Sloane Skala
Product Editorial:
The Artery VFX
Senior Editor:
Michael Elliot
Assistant Editor:
Sarah Germano
Assistant Editor:
Joelle Wagner
Founder/Chief Creative Officer:
Vico Sharabani
EP/Managing Director:
Deborah Sullivan
Head of Production:
Melati Pohan
Product Post Production:
The Artery VFX
Lead Flame Artist/VFX Artist:
Matthew Tremaglio
Colorist:
Stephen Picano
Junior Graphic Designer:
Patrick Sluiter
Founder/Chief Creative Officer:
Vico Sharabani
EP/Managing Director:
Deborah Sullivan
Head of Production:
Melati Pohan
Product Music:
Future Perfect
Composer/Partner:
John Connolly
Composer/Partner:
Victor Magro
Producer:
Nargis Sheerazie
Product Sound Mix:
Heard City
Mixer:
Jeremy Siegel
Executive Producer:
Jackie James
Executive Producer:
Sasha Awn

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