Under Armour
When Under Armour launched its youth outerwear collection, the brand saw an opportunity to reconnect young athletes with the outdoors and redefine what performance means for the next generation. The goal was not just to sell product, but to inspire mindset, confidence and resilience.
We partnered with Under Armour to create a multi-channel campaign rooted in real stories, bold visual language and a shared belief in pushing beyond perceived limits. The work centered on authenticity, elevating youth voices rather than relying on traditional brand-led messaging.
The campaign featured a diverse group of rising athletes including football phenom Bunchie Young, figure skater Audrey Shin, free-skier and world record holder Troy Podmilsak and twin snowboarders Devin and Barrett Hendrix. Each athlete was invited to interpret what Crush the Limits meant to them, resulting in honest, emotional statements that became the creative backbone of the campaign.
Those personal narratives were translated into a full suite of assets across print, video, digital, social and web. The creative brought warmth and humanity to Under Armour’s youth brand while reinforcing its core mission to make all athletes better through innovation, determination and heart.
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 reconnect young athletes with the outdoors and redefine what performance means for the next generation. The goal was not just to sell product, but to inspire mindset, confidence and resilience.
We partnered with Under Armour to create a multi-channel campaign rooted in real stories, bold visual language and a shared belief in pushing beyond perceived limits. The work centered on authenticity, elevating youth voices rather than relying on traditional brand-led messaging.
The campaign featured a diverse group of rising athletes including football phenom Bunchie Young, figure skater Audrey Shin, free-skier and world record holder Troy Podmilsak and twin snowboarders Devin and Barrett Hendrix. Each athlete was invited to interpret what Crush the Limits meant to them, resulting in honest, emotional statements that became the creative backbone of the campaign.
Those personal narratives were translated into a full suite of assets across print, video, digital, social and web. The creative brought warmth and humanity to Under Armour’s youth brand while reinforcing its core mission to make all athletes better through innovation, determination and heart.
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, New York
Hyperbolic, New York
PHOTOGRAPHER
Steven Counts
Global Brands Group, New York
Hyperbolic, New York
PHOTOGRAPHER
Steven Counts
CAPABILITIES
- Campaign creative direction
- Story-led campaign development
- Talent collaboration
- Cross-platform creative across print, video and social