Under Armour is highlight how sport can help communities in its latest marketing effort, starting with a star athlete-studded new spot that claims that "sport can change the world."
Athletes ranging from all-time greats like Muhammed Ali to modern day sports stars including Lindsey Vonn, Andy Murray, Misty Copeland, Michael Phelps, Stephen Curry and Jordan Spieth appear in the film, alongside other ordinary athletes. It was created by in-house at Under Armour and directed by its global production director Trang Dam. Production was led by lead creative Brian Boring. (Agency of record Droga5 is still working with the brand, however.)
As part of the campaign, people are being encouraged to share their stories of how sports have inspired them on social media with the hashtag #We Will. Its message is that sports can unite people, and it will coincide with a new push by the brand to highlight its effort to give back to communities, with a particular focus on its home town of Baltimore.
While the campaign has been in the works for several months, its launch also coincides with an announcement by Under Armour that it will help those affected by Hurricane Harvey through a partnership with Team Rubicon, a first responder organization who deploys former service members to emergency situations.