Under Armour urges viewers not to take things for granted this festive season, but rather to see everything as a gift in a seasonal US ‘Give The Gift’ campaign that highlights the potential in every single day.
Creative in harness with .DOMO, the hero spot was helmed by Birth Director Noah Conopask and it specifically addresses consumers who have an athlete in their life that they want to support and the campaign sets out to show that every day is a chance to do better and grow.
The idea is that this message as a kind of athletes secret: a special way that athlete’s look at things that they can share with others. Indeed, the creative suggests that this is what makes athletes relentlessly keep trying – even when it’s hard – and that the work and training themselves are things they are grateful for.
As the spot, which dropped across the sportswear brand’s own channels from 28 November, states: “For athletes, the greatest gifts are the ones that take their passions to the next level. This holiday season, gift your loved ones premium gear designed to make them better.”
The idea underlying this holiday campaign is that Under Armour understands athletes better than anyone: that the Baltimore-based brand has its eyes focused on athletic truth and passion.
“Brands that have a consistent knowledge of self and clear goals are a pleasure to work with,” commented Director Noah Conopask.
The campaign was conceived and executed in harness with creative and production agency .DOMO with post production handled by Union Editorial and edit by Masrhall Street Editors.
The team at Domo included Vice President Brian Boring, Creative Director Jennifer Van Der Straaten and Creative Director Nathaniel Grundhauser and they worked with Union Editorial Producer Dina Oberley and Marshall Street Editor Tim Thorton-Allan, Edit Assistant Otto Mertins and Executive Producer Logan Aries.
Comment
While rivals adidas and Nike are slightly pre-occupied with the FIFA men’s World Cup, this festive focused Under Armour campaign employs an unconventional tactical approach by speaking directly and personally at the most intimate level to those people who love and support their beloved athletes during the gifting season.
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