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Under Armour - Armour Up
Mar 27, 2024
Strategy, Art Direction, Design, production
Forging an emotional connection with football, highlighting passion, determination, and the pivotal role Under Armour plays in the daily lives of its consumer.

The Challenge

Under Armour wanted to extend their global “Protect This House” campaign through their UK retail partner Sports Direct on social media, eCommerce and in-store activation. The primary objective was to grow product sales and consideration in the 16–25-year-old football consumer.


Our aim was to craft a narrative deeply rooted in the essence of English football, encapsulating the dedication, passion, and indomitable spirit of teamwork. We aimed to celebrate the core of football while amplifying the voices that truly resonate, all the while positioning Under Armour as the premier choice for young football enthusiasts when it comes to training gear.

Our overarching ambition was to forge an emotional connection with the game, highlighting its passion, determination, and the pivotal role Under Armour plays in the daily lives of its audience.


The narrative of “Armour Up” revolves around two notable forces: Reuell Walters, a standout defender for Arsenal’s under-23s, and Rising Ballers, the authoritative voice of Generation Z football. Our focus lies in showcasing their relentless drive to excel, inspiring both themselves and their peers to strive for greatness.

This narrative unfolds as a testament to sacrifice, dedication, and unwavering commitment. It illustrates a game that thrives on the bonds of family and friendship, where the collective strength of a team paves the way to victory. Above all, the message resounds that together, we challenge ourselves, evolve, and continually push our boundaries, emerging stronger with each passing moment.


Filming both on the pitch and in the gym afforded us the opportunity to capture a myriad of emotional directions. Firstly, we focused on isolating Reuell Walters to portray the unwavering focus and discipline characteristic of a professional athlete. Subsequently, we seamlessly transitioned to depicting the emotional and playful nature of grassroots training within a group setting.

Introducing a collage effect enabled us to encapsulate key moments and evoke a scrapbook-like feel, effectively highlighting both the product and the accompanying emotions.

“Armour Up” transcends conventional standards of football storytelling. At its core lies themes of sacrifice, passion, and team spirit, encapsulating the very essence of what it means to wholeheartedly embrace the game.

More Projects

Under Armour - HOVR™ MEGA 2 CLONE

adidas - Play Until They Can't Look Away

Haglöfs - L.I.M.

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