Under Armour Branded Campaign: MY AREA feat Wale

Under Armor wanted to create a launch campaign to introduce their new running shoe. The objective: To connect with a youth based-audience and encourage them to adopt a healthy lifestyle. Headquartered in Maryland, UA wanted the campaign to have an overarching sense of connection and to display their influence in the local community.

In order to establish an instant connection to the DC,MD,VA area, we decided to partner with grammy nominated, DC native, Wale. Featuring Wale secured our link to the local community, but we had to figure out a way to profile the shoe and deliver the active lifestyle messaging.

The strategy was to break the content into 3 parts-each with a different emphasis: The Introduction, The Connection, and The Reward.

Part 1- Introduce Wale and Under Armor, and to establish their deep impact in the D.C., Maryland, Virginia (DMV) area.

Part 2-Make a connection with the community as Wale gives out Under Armour product, food and reemphasizes the importance of healthy lifestyle.

Part 3-Reward those who have made strides towards a healthy lifestyle by running an Under Armor sponsored 5k. The ultimate reward would be an intimate musical performance from DC's native son, Wale.

Under Armour was extremely happy with this campaign as it seemed to establish a stronger connection in the DC area. It also performed well- generating over 2 million social impressions, and being mentioned as one of the best co-branded content campaigns of 2018.