Never Through

When approached for this pitch project, 2021 was already proving to be a wildly challenging, yet conquerable, year. And the sports world had been right at the center of it.

While the challenges of 2020 were ceasing at the start of 2021, things had been changed indefinitely in many ways moving forward. Even with challenges on and off the playing field persisting, athletes were continuing to find a way to win and reach new heights in 2021.

This pursuit of more in the face of adversity shown by athletes in 2021 was the momentum Under Armour wanted to build on for 2022. The goal of Under Armour's 2022 global campaign was to empower people who are active, competitive, and committed to getting better, with a special emphasis on Gen Z. Under Armour wanted to provide them with the tools, product and guidance to uniquely help them crush through their goals on their pursuit to their highest performance. This sizzle reel encourages those who strive for more, connecting to young adults, their culture, and their passions in a genuine and meaningful way.

Credits:
Client: Under Armour
Agency: 160Over90
Art Director: Saata Bangura
Copywriter: Nina Austin

SIZZLE REEL

WEBSITE HOMEPAGE CONCEPTS