UNDER ARMOUR
Under the Armour Campaign

When Under Armour asked us to evolve their brand mission for a rapidly changing cultural landscape, we developed a bold creative platform and global marketing initiative that redefined their definition of strength.

“It’s not just the armor we put on that makes us strong — it’s what lies beneath.” This insight became the foundation of Under the Armour, a campaign that spotlighted the inner strength, resilience, and vulnerability that drive peak performance.

We brought the platform to life through a fully integrated global rollout featuring top-tier athletes including Michael Phelps and Anthony Joshua. The campaign spanned broadcast, retail and in-store experiences, social media, radio and streaming audio, digital OOH, and an interactive online hub focused on mental strength training.

Client: Under Armour
Agency: 160over90
Role: Executive Producer (Agency-side)