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Under Armour - Shadow Elite 2
Dec 12, 2023
Strategy, Motion Design, 3D Animation, Art Direction, Design
A product-focused execution built around visualising the speed and agility the Shadow Elite 2 brings to the pitch.

The Challenge

Under Armour came to us for help in continuing to strengthen its foothold in football, with a focus on disrupting the two brand monopoly. UA is committed to positioning itself as a disruptive contender within football, achieved through continuous innovation.


Our goal was to enhance the credibility and demand for Under Armour football boots, and position the brand as a significant player in the football market. Through creative that focuses on the 16-25 year old baller, we were to address consumer uncertainty around a move to wearing UA boots and highlight the agility that the Shadow Elite 2 football boot delivers.


A product-focused execution built around visualising the speed and agility the Shadow Elite 2 brings to the pitch. From training to game day, this boot lets you cut faster and leave the opposition guessing.


In our quest to disrupt the market, we completely stepped away from “on foot” content, making the Shadow Elite 2 the hero. Through the use of 3D animation, complemented by the inclusion of bespoke sticker creations and the iconic heartbeat logo, we ensured cohesion with the brand and their global “Protect This House” messaging.

The strapline, ‘LEAVE ‘EM GUESSING’, is not only a strong call-to-action to those who put on the boot but further reinforces the agility, speed and ability to cut faster than ever before.

Bold colours and visually captivating elements were on display across the content we delivered for a social-led campaign, also activated in retail stores, eCommerce and UA’s retail partners.

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