Under Armour Partners With Deion Sanders On Footwork Challenge

Under Armour partnered with Deion Sanders to support its “It Comes From Below” challenge. The nationwide video challenge encourages high school football teams to submit videos showcasing their adept footwork skills. The team that displays the best footwork, dedication and drive will be rewarded with custom Under Armour cleats and gloves.

Beginning September 8, high school football teams from across the U.S. can enter the “It Comes From Below” challenge by submitting a video to the NFHS Network sharing their team’s footwork drills. Student athletes have until September 23 to submit their video. Under Armour and Sanders will then select four finalists from the entries. Public fan voting, starting October 7, will determine the winning high school football team.

“The Under Armour ‘It Comes From Below’ challenge is a great opportunity to support and positively influence high school student athletes across the U.S.” said Sanders. “The challenge is a way for us to impress on student athletes how important footwork is to be successful in football. It’s an incredible privilege to be able to reward a hard-working high school football team with well-deserved gear.”

Under Armour turned to PlayOn! Sports, a leading high school sports media and activation agency, to help promote and manage the video promotion for “It Comes From Below.” PlayOn! Sports owns the NFHS Network, the online destination for watching high school sports and other events live and on demand from anywhere at any time. The NFHS Network is a joint venture among the National Federation of State High School Associations (NFHS), its member state associations and PlayOn! Sports.

Under Armour unveiled the first chapter of “It Comes From Below” earlier this summer featuring National League MVP Bryce Harper, followed by the second chapter featuring UA Running in August. The final chapter was debuted last week, showcasing reigning NFL MVP Cam Newton. All three phases of the campaign highlight footwork as a critical component and skill in every athlete’s arsenal, regardless of sport.