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# Under Armour Launches “Slay Your Next Giant” Campaign
- URL: https://capitolcommunicator.com/under-armour-launches-slay-your-next-giant-campaign/
- Published: 2015-09-27T16:58:49.000Z
- Updated: 2026-10-08T23:51:20.000Z
- Author: Jeffrey Davis
- Tags: Advertising, Agency, #Import 2026-10-08 18:46

**Baltimore-based Under Armour has launched its first global football (soccer) campaign, “Slay Your Next Giant,”** which will inform all future story-telling and marketing efforts for the global football category and reinforces Under Armour’s brand message that it values the journey over the destination.

According to a press release, the campaign was developed in partnership with Droga5, the agency behind other Under Armour campaigns including I WILL WHAT I WANT featuring **Misty Copeland** and **Gisele Bundchen** and this summer’s RULE YOURSELF featuring Misty, **Stephen Curry**, **Jordan Spieth** and **Tom Brady** ([and reported earlier by the Capitol Communicator](https://capitolcommunicator.com/under-armour-launches-rule-yourself-campaign/).)

The global football campaign’s digital story features **Memphis Depay** (pictured) of Manchester United, **Cameron Carter-Vickers** of the Tottenham Hotspur Academy, as well as young up-and-coming players from around the globe.

Under Armour says a unique element of the campaign is the focus on players’ laces – the item that completes an athlete’s ritual before heading into battle. As a call-to-action, UA will arm the athletes with customized laces engraved with a personal goal, each pair representing a new giant to slay. As players reach each milestone, they will symbolically remove their laces and replace them with a new pair, sharing their journey to greatness on social media channels along the way.