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
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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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