If Nike and adidas are about high-performance athleticism and Puma’s new campaign is about being everyday sporty, where can Under Armour sit?
In a very interesting place called Hotel Armouré, where performance sportswear meets contemporary culture. Under Armour has launched a social campaign called Rest Less, with a series of madcap film about a fictional five-star hotel, its manager, Fergus Restwell (played by actor, Nick Mohammed), and a “crew” of guests enjoying R&R (minus the rest part), that include World Cup-winning goal scorer, Ferran Torres; football stars and Under Armour athletes, Fermín López and Ollie Watkins; artist, Rilès and social creator, Sharky.
The campaign, created by London agency, Mox Universe, “brings to life the ultimate summer destination where athletes, artists, and entertainers check in but never truly switch off. At Hotel Armouré, resting is an extreme sport. Everyone arrives with major baggage, and relaxation doesn’t stand a chance,” Under Armour noted.
The trailer is running across video on demand and broadcaster video on demand in the UK, France and Spain, and will appear in UK cinemas and promoted via social-first teasers, creator content (notably with The Pool Guy and Jack.Designs) as well as short-form vignettes.
The campaign was directed by Mackenzie Sheppard and produced by ProdCo.
By the way, there is a real Amoure Hotel – in Portugal, that should be enjoying an increase in searches it didn’t plan for.
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