13 Nov Under Armour Unveils ‘Make You Better’ Campaign
At an event in Denver, CO, Under Armour debuted “Under Armour Makes You Better,” a new featuring world champion downhill skier Lindsey Vonn, freestyle skiing star Bobby Brown and reigning X Games champion and snowboard cross athlete Dominique Maltais. The campaign supports its ColdGear Infrared technology.
Co-branded with Dick’s Sporting Goods, the spot is narrated by Kevin Plank, Under Armour Founder and CEO, and features an all-star roster of athletes including Vonn, Brown, long track speedskating medalist Shani Davis, NFL star Cam Newton, phenom PGA golfer Jordan Spieth, distinguished outdoorsman and star of the hit A&E show Duck Dynasty Willie Robertson, and members of the U.S. Bobsled team. The fast paced and high-energy montage shows athletes battling extreme conditions and frigid temperatures with the help of Under Armour’s new ColdGear Infrared apparel line. The newest chapter of the I WILL™ campaign will air during Monday Night Football on November 18th when the Carolina Panthers meet the New England Patriots at Carolina. It will continue to run on air and in digital platforms, including ESPN, NFL, Men’s Health, Women’s Health, Pandora, Stack and many more.
“Our brand was founded on performance innovation to help give athletes that little bit of an edge when it counts the most,” said Plank. “In the new ‘I WILL’ campaign, Under Armour honors the moments of grit and perseverance that drive athletes to conquer the most extreme conditions and athletic challenges to unlock their full potential.”
“Working with Under Armour on this campaign felt natural to me because it shows exactly how I face challenges,” says Vonn. “When an obstacle gets thrown at you, you have to put up your shield, move it out of your way and focus on the next hurdle. That kind of mental toughness is what keeps me going and improving.”
Known for its baselayer products that regulate body temperature and enhance performance, Under Armour has upped the ante with its new ColdGear Infrared apparel technology, which helps athletes stay warmer for longer without adding weight. Inspired by the ceramic coating on military planes, the distinct patterned coating on the inside of the garment absorbs and retains the wearer’s own body heat, allowing athletes to perform at their best regardless of the cold-weather elements.
At the event, the brand also debuted the groundbreaking innovations built into the official U.S. Speedskating, U.S. Bobsled and Canadian Snowboarding uniforms that will be worn by athletes in competition in 2014. The U.S. Speedskating uniforms feature game-changing performance technologies and pride-of-country designs created by Under Armour for the international stage. Developed in partnership with world-renowned global security and aerospace company Lockheed Martin, the suit designed for the Long Track competition is the brand’s most disruptive and advanced winter sport innovation to date. Full details on the technology will be released soon.
For the soundtrack, Under Armour partnered with Hudson Mohawke whose new song, “Scud Books,” adds a pulsating instrumental to the storyline.
To follow the I WILL story, visit www.youtube.com/underarmour and on Twitter using @UnderArmour with #IWILL and #CGInfrared.