Under Armour’s latest chapter in its global marketing campaign, “It Comes From Below,” emphasizes how footwork and footwear are critical components to training.
The film features footage of the brand’s first experiential two-day running event, UA Run Camp: Elevation, which took more than 30 experienced men and women from urban run crews to put themselves and their Under Armour footwear to the test.
“It Comes From Below” details how, by focusing on one challenge at a time, runners endure extreme physical trials that lead to triumph. To engage consumers in this new campaign, Under Armour is engaging participants to earn their spot UA Run Camp: The Desert, to be held in a secret location later this fall.
“With the first event in the mountains of Colorado, we created an experience to express our commitment to the running community and to prove we are maniacally focused on creating best-in-class footwear for dedicated athletes who rely on their footwork to take their challenges head on,” said Bryan Offutt, VP, global brand management at Under Armour. “This campaign chapter highlights not only these typically urban runners out of their comfort zone, but transcends beyond this group, connecting with runners around the world.”
Runners from participating countries can vie for a chance to win a spot on UA Run Camp: The Desert by posting a photo of themselves before, during or after a run or socially sharing completed runs through Under Armour’s MapMyRun or Endomondo applications and including a statement that explains why they deserve the chance to attend with the hashtag #earnyourspot or in Canada #earnyourspotca.
“Under Armour has emerged as a leader in running over a short period of time and we have no intention of slowing down,” said Fritz Taylor, VP, running footwear at Under Armour. “Through continued innovation, risk taking in design development and material advancements, we’ve built an arsenal of footwear that truly addresses an authentic global running community and continues to push new boundaries.”
