Under Armour: Are you from here?
Problem
Today, Under Armour is an undisputed contender in the basketball world. But in 2011, it was just a football apparel brand with enough ego to go after Nike. So how do you break into a basketball category that’s all but conquered by the biggest sporting brand in the world?
Insight
Nike is for the Kobe’s, the Lebron’s, the Jordan’s, the one-name megastars. But where’s the sneaker built for the kid still trying to get there?
Idea
To slay this giant, we had to create a place for athletes who love the game of basketball, not the hype that surrounds it. We developed “Are You From Here” as UnderArmour’s first real step into the basketball world, creating a movement among young athletes who celebrated hard work over appearance, team over self, and hard work over hype.
Anthem Spot
Digital Films
We had started a movement where the game of basketball was all that mattered. Then, with perfect timing, the business of basketball stopped, and the NBA went on strike.
So we put our star, Brandon Jennings, to work—selling his shoes to the fans who kept going to the courts—even while the pros didn't.
Results
· The work won the agency the business, the first time Under Armour used an agency over their in-house team
· The campaign was so successful that, at one point, UA considered using it across all sports
· Today, UnderArmour is #2 in basketball and considered the only real rival to Nike
· Dubbed the “Best Campaign of the Year” by Uproxx
