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Under Armour - Homegrown Champion
May 4, 2021
Live Action, Creative Strategy, Design, Advertising, Retail, Production, Social Media, Out Of Home
Capitalising on Trent Alexander-Arnold becoming a Premier League winner for the first time, this campaign defines him as an icon in his home city.

Keeping it simple. Losing the fluff. Keeping the product front and centre. This campaign aimed to make Trent look statuesque to showcase Under Armour in a way that would make JD Sports consumers believe in the brand. We defined an iconic silhouette for Trent Alexander-Arnold and combined this with a powerful campaign message, 'Homegrown Champion'. Capturing content with Trent in various environments, we highlighted his character traits through single images. In-store, we used a variety of different pieces of powerful imagery in point of sale.

A campaign extension for social media, featuring 'The Kid', focuses on Trent’s journey as a homegrown talent - from growing up playing football on the streets to where he is now. Each scene is used to show the viewer a different attribute which the fan believes is crucial to the makeup of a Champion.

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