With a 7-minute plus average watch time, Shoot Your Shot was a YouTube hit for Under Armour.
Under Armour Basketball’s first long-format YouTube show surpassed expectations racking up millions of views and industry clout.
Jul 30, 2019
Under Armour basketball wanted to connect the brand to lifestyle, culture and the sport of basketball. Knowing that ads and standard product marketing wouldn’t reach our kid, we developed an original YouTube series to connect through a shared love of the game of basketball.
In each episode, our host Brandon Armstrong interviews a new celebrity guest while they shoot hoops and “take shots” at what’s good on and off the court.
Starting with our host Brandon Armstrong, more commonly known around the internet as Bdot—who’s generated over 3 million followers for his hilarious impersonations of NBA players—we brought in hoopers who all connect to the game in different ways.
Shoot Your Shot has racked up over 10 million views on YouTube and grew the Under Armour YouTube page to 200,000 subscribers. In addition the show has generated extensive press from sneaker culture sites like WearTesters, HypeBeast, KicksOnFire, and others.