Under Armour’s Shadow Elite 3 marks a defining moment in the brand’s return to the football boot game. Following the success of Shadow Elite 2, this campaign builds a legacy of narrative-driven content that positions the Shadow Elite series as the blueprint for future innovation. For this release, we harnessed the magnetic energy of Barcelona’s rising star, Fermín López Marín, to amplify the boot’s agility and unpredictability through the lens of competitive play.
This isn’t just a product launch; it’s a story about dominance, creativity, and rewriting the rules.
Reignite Under Armour’s standing in the highly competitive football boot market by creating a campaign that doesn’t just sell a product—it builds a movement. The Shadow Elite 3 needed to highlight the boot’s performance attributes in a way that’s visceral, engaging, and impossible to ignore, all while paving the way for a cohesive, long-term narrative for the Shadow Elite franchise.
This campaign isn’t about training or preparation; it’s about the battlefield of the pitch. We wanted to capture the chaos and intensity of a match where agility and unpredictability reign supreme. Fermín’s role is not as a spokesperson but as the living embodiment of the boot’s design ethos: quick, sharp, and impossible to pin down. The Shadow Elite 3 is for those who thrive in the moment—players who make the unexpected look easy.
We crafted a campaign centred on the narrative of agility in action. Every piece of content—from the visuals to the storytelling—reflects the high-stakes unpredictability of the game. The focus is firmly on how the Shadow Elite 3 becomes a player’s ultimate weapon, enabling them to outthink and outmanoeuvre the competition in real time. This global campaign is designed for multiple platforms, including social media, e-commerce, in-store activations, and retail partner launch assets, ensuring maximum reach and impact.
