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.)
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.