UNDER ARMOUR: SPine
Opportunity
In 2012, UnderArmour had developed a new footwear technology called “Spine,” allowing them to build a more stable running shoe without sacrificing weight. At the time, weight reduction was king, even at the cost of stability.
Insight
Not all runners are built like runners.
Idea
“This Is How WE Run” was developed as a way to celebrate and witness the Spine technology in action, adapting to the various sizes, speeds and strengths of different types of athletes. After all, the rail-thin, lightning-quick Kemba Walker runs differently than the relentless Lindsey Vonn, who runs differently than the monster-of-a-man Cam Newton.
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