Under Armour and JD Sports teamed up in mid September to capitalising on athlete ambassador Trent Alexander-Arnold new status as Premier League winner to leverage the start of the new Premier League season with a campaign called ‘Homegrown Champion’.
The multi-touchpoint campaign sets out to make Alexander-Arnold look iconic and statuesque to position Under Armour as a status brand that JD customers can believe in.
The creative also highlights the attributes required to become a Champion and links these to the core Under Armour brand elements.
The creative defines an iconic silhouette for Trent Alexander-Arnold and combines this a ‘Homegrown Champion’ message while the themes include ‘keeping it simple’ and ‘losing the fluff’ while keeping their products front and centre.
Led by a hero spot, the sportswear brand and retailer’s campaign positions the Liverpool full back as a genuine icon and focuses on the attributes which have led to the player becoming both a champion of England and of Europe at such a young age.
With assistance from a young Liverpool fan, the work tells viewers what makes a champion and revolves around four key attributes: focus, humility, determination and defiance.
Each scene is used to show the viewer a different attribute which the fan believes is crucial to the makeup of a Champion.
The campaign is extended for social media by featuring ‘The Kid’: which focuses on Alexander-Arnold’s journey from growing up playing football on the local Liverpool streets to becoming a global star.
The hero video is supported in-store by a set of powerful point-of-sale imagery which also aim to highlight his character traits through single images.
The campaign was created for Under Armour and JD Sports by agency Baked and was directed by Callum Earnshaw with Art Director Gareth Sanger, DOP Andrew Lawrence and Matt Lambert. Photographer Nicholas White, with sound handled by This Location Sound, lighting by Tobias Mayy and music by Liam Back
Comment:
The campaign concept seeks to see its simple and clean approach maximise impact across all consumer touchpoints.
This new 20/21 season campaign follows hot on the heels of Under Armour’s June ‘The Only Way Is Through’ campaign featuring Trent Alexander-Arnold (see case study) which reinforced the brand’s new global marketing platform first launched at the start of 2020 (see case study).
Links:
Under Armour
https://www.youtube.com/user/underarmour
https://twitter.com/UnderArmour
https://www.facebook.com/UnderArmou
https://www.instagram.com/underarmour
Baked
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