Under Armour Evokes Its Brand Heritage With New Grassroots Football Commercial
For Its I WILL™ Global Marketing Campaign
Under Armour Athlete and Two-Time Super Bowl Champion Ray Lewis Served as
BALTIMORE, July 8, 2013
BALTIMORE, July 8, 2013 /PRNewswire/ --From the brand that started on the
football field, Under Armour (NYSE: UA) unveils a new 60-second spot that
gives a nod to its heritage and captures the passion, intensity and grittiness
of the next generation of team sports athletes through grassroots football.
Exclusively previewed this morning at a press event in London, England, the
new commercial, "Ready for August," is the centerpiece of the second chapter
in the brand's I WILL™ global marketing campaign.
You can watch the 60-second version of "Ready for August" on
http://www.youtube.com/watch?v=tubbDF0kZY4 now and its broadcast debut is
July 15 on FOX during the 2013 MLB All-Star Game Home Run Derby.
Featuring creative contributions from former Baltimore Ravens linebacker and
two-time Super Bowl champion Ray Lewis, who serves as the project's Executive
Producer, the heart of the story is the journey of young athletes who have to
compete to earn a spot on the team, learn to sacrifice in pursuit of
greatness, and embrace hard work to elevate their game to the next level. The
gritty portrayal of athletic growth includes scenes of young athletes rising
early, navigating through their city and arriving at practice, where the only
thing that matters is your effort and drive to be the best.
Lewis helped script the original creative, spent time on set, and participated
in editing sessions.
"Under Armour was a part of my career on the field, and even though my playing
days are over, having the opportunity to reach young athletes with empowering
and positive messages is something I look forward to in the next chapter in my
life," said Lewis.
Lewis commented during the editing session: "You show the pure football
scenes, the look on their faces, and that will connect immediately with anyone
who has ever played the game."
After the 2003 and 2006 brand defining campaigns Protect this House®and Click
Clack®, this marks Under Armour's official return to preseason football
"The team sports adaption of the 'I WILL' campaign represents our brand's core
commitment to tell real and unfiltered moments in the journey of the next
generation athlete," said Steve Battista, Senior Vice President, Creative,
Under Armour. "This Brand knows football, but having Ray Lewis acting as an
Executive Producer helped narrow the creative focus into some of the most
inspirational stories of his own life, from the coach picking up players in
the truck, to Ray racing his rival every day before practice, to the day he
finally broke through and made starting defense. He gave us a special
perspective on a new storyline – the one-on-one battle within the team."
Featured in the spot are the latest Under Armour football performance
innovations including Gameday Armour®, the UA Highlight MC Football Cleat, UA
Highlight Football Gloves and Under Armour® Alter Ego Baselayer.
The campaign will be supported by additional content including a 3-minute
long-form version of "Highlights," behind the scenes from the set with Ray
Lewis, and more.
After its premiere on FOX, "Ready for August" will be broadcast in the US on
Adult Swim, BET, ESPN, ESPN2, MLB Network, MTV and MTV2. Key digital media
partners include Complex, Facebook, ESPN, NFL, Pandora, Stack, Turner,
Undertone, USA Today High School Sports, VEVO and YouTube. Print creative can
be seen in Baltimore Magazine, The Baltimore Sun, and ESPN the Magazine.
The I WILL™ team sports storyline will be told internationally showcasing
different sports in key markets including England, Japan, China, Canada,
Mexico and more.
To follow the I WILL campaign, please visit www.facebook.com/underarmour and
on twitter using @UnderArmour with #IWILL.
About Under Armour, Inc.
Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of
branded performance apparel, footwear, and accessories. The Company's products
are sold worldwide and worn by athletes at all levels, from youth to
professional, on playing fields around the globe. The Under Armour global
headquarters is in Baltimore, Maryland. For further information, please visit
the Company's website atwww.ua.com.
SOURCE Under Armour
Contact: Diane Pelkey, 410.246.5927, email@example.com, Tai Foster,
443.691.2633, firstname.lastname@example.org, both of Under Armour, Inc.
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