Under Armour Purpose Campaign
Under Armour's strategic shift to become a purpose-led brand necessitated an integrated campaign to effectively communicate this transformation to both consumers and teammates.
Campaign Components:
Print, web, social, photo & video
The purpose-led storytelling began with a video that featured Under Armour teammates from around the world and let them be the voice of Under Armour's purpose: "To Empower Those Who Strive for More".
Purpose in Action
At the center of the integrated campaign was Under Armour's reimagined website, which featured a new interface that put their Mission, Vision, Values and Purpose front and center, with a crisp new design and updated photography to underscore what they stand for.
Teammate Toolkit
Under Armour teammates needed a suite of assets to carry the message in their presentations, social media posts and events. The toolkit included graphics, videos and copy to help them carry Under Armour's purpose-led message.
