Under Armour
When Under Armour launched its youth outerwear collection, the brand saw an opportunity to inspire the next generation of athletes to reconnect with the outdoors. To bring that message to life, we helped execute a multi-channel campaign built around real stories, bold visuals, and a shared mindset of pushing beyond expectations.
The campaign spotlighted a diverse crew of rising young athletes, including football standout Bunchie Young, figure skater Audrey Shin, free-skier and world record holder Troy Podmilsak, and twin snowboarders Devin and Barrett Hendrix. Each athlete was asked to share what Crush the Limits meant to them, resulting in powerful, authentic quotes that became the creative foundation for the campaign.
We translated those personal stories into a wide range of deliverables across print, video, digital, social, and web. The goal was to bring emotion and authenticity to Under Armour’s youth brand, while reinforcing its core mission of making all athletes better through innovation and determination.
Crush the Limits
Introducing a new generation to performance gear with purpose and heartWhen Under Armour launched its youth outerwear collection, the brand saw an opportunity to inspire the next generation of athletes to reconnect with the outdoors. To bring that message to life, we helped execute a multi-channel campaign built around real stories, bold visuals, and a shared mindset of pushing beyond expectations.
The campaign spotlighted a diverse crew of rising young athletes, including football standout Bunchie Young, figure skater Audrey Shin, free-skier and world record holder Troy Podmilsak, and twin snowboarders Devin and Barrett Hendrix. Each athlete was asked to share what Crush the Limits meant to them, resulting in powerful, authentic quotes that became the creative foundation for the campaign.
We translated those personal stories into a wide range of deliverables across print, video, digital, social, and web. The goal was to bring emotion and authenticity to Under Armour’s youth brand, while reinforcing its core mission of making all athletes better through innovation and determination.
Meet Maxwell “Bunchie” Young (@bunchieyoung) – an 11-year old sports phenom, he boasts a world record in the 100-yard dash and is hailed as the fastest kid in the world. In 2017, he was named Sports Illustrated “Kid of the Year” and already has offers from Division 1 collegiate football programs. He dreams of one day running in the Olympics and playing for the NFL as well as funding a cancer research foundation and being the Mayor of Los Angeles.
Meet Chloe Shimkin (@cshimkin10) – a 12-year old soccer star who understands the true meaning of teamwork. She was recruited and played for the National Premier League, North East Girls Division and one day dreams of playing on the U.S. Women’s National team. She is a leader both on and off the field and is constantly pushing herself and inspiring her teammates to perform their best. Her spunky spirit comes alive off the field in the kitchen preparing gormet meals for her family.
Meet Audrey Shin (@audreysshin) – a bi-coastal 14-year old chasing her dreams of on-ice greatness from New York to Los Angeles. With triple axel and quadruple toe loop jumps in her wheel-house she will compete in the 2018 Junior National Championship and has her sigts set on Bejing 2020. Her grace and beauty coupled with a fierce attitude to perform make her a force to be reckoned with. When she’s not on the ice, you will find her running on the beach with her sister or with her nose deep into a book.
TEAM
Global Brands Group
Hyperbolic
Steven Counts
Global Brands Group
Hyperbolic
Steven Counts
SCOPE
Integrated campaign rollout
Story-led creative
Talent collaboration
Video & Print
Social
Integrated campaign rollout
Story-led creative
Talent collaboration
Video & Print
Social