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."