Colenso BBDO has found a unique proposition for Under Armour – and that’s no mean feat considering the volume of campaigns in sport. The new brand platform for APAC is Commit, the promise that the more you commit to sport, the more it gives you back.

The campaign comes from knowing what draws people back to the track, the court, the gym and the field goes far beyond the results. It’s about all you discover when you keep turning up – from the first breath of cold air at the start of an early run, to the sound of a perfectly hit volley, to the instinct to push for one more rep at the end of a set, to the discovery of muscles you didn’t know you had. And for a new generation of athletes in the region, that’s what sport is increasingly about − not the podium or the image, but the strength, growth, freedom, joy and fulfilment that sport gives back to you.

Under Armour simply slips into this as the brand helping people to become a better athlete.

“At Under Armour, we believe the most meaningful value of sport is found not only in the outcome, but in every moment when an athlete chooses to commit to it,” stated Simon Pestridge, chief marketing officer and APAC managing director, Under Armour. “When someone truly commits to something they love, sport becomes more than a way to challenge themselves. It becomes a force for continued growth. Through this platform, we hope to encourage more people to step onto the field, into the gym and back into the work, discovering the change that sport can create through every act of commitment and perseverance.”

The Colenso BBDO launch work features 28 athletes across film, print, social and digital out-of-home. The agency also partnered with OMD APAC on the media strategy and rollout. The work spans markets across Asia and into Australia, while also reaching beyond sport through the inclusion of K-pop band, BOYNEXTDOOR.

Representing a new generation of K-pop stars, BOYNEXTDOOR, has put joy at the core of who they are. K-pop, like sport, is a world built on deep commitment and athleticism, and will help Under Armour show up for an audience beyond the gym and sports field.

“BOYNEXTDOOR represent exactly the kind of commitment we want to celebrate,” stated Adam Schokora, creative director at Under Armour. “They work incredibly hard, but there’s a real joyfulness and authenticity in how they do it. They’re a great example of what it means to commit to something you love and discover who you can become in the process – and, most importantly, find real joy along the way.”

“It’s been a privilege to work with athletes across the region on this project,” added Simon Vicars, chief creative officer of Colenso BBDO. “Sport is a powerful contributor to the joy of life. Our aim for Under Armour is very simple: to help fuel the joy addiction.”

Credits:
Client: Under Armour APAC
Creative: Colenso BBDO
Production & Direction: Love Song @ The Loft Films
Executive Producer: Geok Lem & Alex Chamberlain
DOP: Paul Guilhaume
Post production: Heckler Shanghai
Music Composition and Sound Design: Cam Ballantyne @ Beatworms
Photographers: Jedi & Tang Ting @ Kindred Collective