Under Armour unveiled its newest global marketing campaign, driven by the tagline, “It Comes From Below,” which highlights footwork as a critical component and skill in every athlete’s arsenal, and underscores the brand’s commitment to creating footwear that maximizes this performance weapon.

The campaign shows that every great sporting moment starts with the feet and that strong footwork, while often overlooked, provides the foundation to defy expectations and achieve athletic excellence.

In time for the 2016 MLB All-Star Game, the campaign debuts with a television and digital spot and will continue with a number of digital content extensions featuring reigning National League MVP and four-time All-Star, Bryce Harper.

In the campaign film “Numbers,” Under Armour tells Harper’s story through the voice of his high school coach, Sam Thomas. As he points out the numbers that have put pressure on Harper throughout his career, we see Harper training in an empty ballpark among visual representations of those numbers frantically emerging all over – from seat numbers to scoreboards to section numbers.

In the fall of 2016, Under Armour will release an additional short film that will feature another league MVP, Cam Newton. This film, as well as the Harper spot, was created in collaboration with agency partner Droga5.

“‘It Comes From Below’ shines a light on a universal truth in sports – that each and every great sporting moment is driven by the power of strong footwork,” said Adrienne Lofton, Senior Vice President, Global Brand Marketing, Under Armour. “When we took a hard look at what really sets our athletes apart, it became clear that the journey to greatness starts from below. Beyond recognizing the importance of footwork, we are committed to creating the most innovative, game-changing footwear on the planet for all athletes.”

“I’m excited to be partnering with Under Armour on this campaign that speaks to my journey in baseball and what I keep driving towards, now and in the future,” said Harper. “My game has always started from the ground up, and that is something I take great pride in. Few understand the importance of perfecting footwork as a core component to their game.”

The campaign will also feature new footwear styles including the Harper One, Under Armour’s first signature baseball cleat, which will be worn by Harper in his campaign spot.

Photo courtesy Under Armour