Under Armour has run some striking campaigns in the past – most notably through Droga5 New York – but seems to be going it alone with this latest effort, inverting the over-familiar sports mantra encouraging people to be like superstars, ...
Read More »Is Under Armour too much about exceptions than the rule?
Droga5 is back in the lists for Under Armour, this time with a new campaign ‘Unlike Any’ featuring supposedly unique athletes. This one’s martial arts champion Zoe Zhang who had to retire through injury and re-invent herself as a (martial ...
Read More »Under Armour’s new Curry NBA epic requires decoding
NBA super shot maker Stephen Curry lost out in last year’s NBA Finals, but tragedy comes in all shapes and sizes. But he needn’t worry as Under Armour are bringing out a new shoe for him. As hymned in this ...
Read More »Under Armour loses its bearings all the way to Memphis
One of the duties that falls to agencies is picking the celebs for a new campaign, should they be required. There are lots of factors of course – cost, availability etc. It’s particularly hazardous with sportsmen who may lose form, ...
Read More »Droga5 aims at Under Armour’s next big goal
Under Armour has risen to second place in the US running market – not least because of the efforts of agency Droga5 – and now the duo are taking on the football world with their first such global campaign. It’s ...
Read More »Under Armour sets out to rule US sports with new blockbuster from Droga 5
Droga5 has certainly been putting it to Puma ever since the German sports brand foolishly dispensed with its services. Replacement client Under Armour is surging away – despite its inexplicable name – overtaking Adidas as the second biggest athletics brand ...
Read More »Droga5 wins Cyber Grand Prix with brilliant Giselle Bundchen campaign – but ‘cyber’ isn’t why it’s good
Part of the trick about Cannes is to enter your ad – or whatever it may be – in the right category. One regular source of confusion is the ‘Cyber’ contest, which Droga5 has just won with its campaign for ...
Read More »Droga5 sprinkles its magic on Under Armour
I see that Nike challenger Under Armour (a pretty big challenger with $3bn sales) has won Ad Age’s Advertiser of the Year gong. Apparently UA’s first attempt to woo women was a bummer, with the first range going straight to ...
Read More »Gisele Bundchen hits back for Under Armour and D5
Droga5 in New York seems top be enjoying itself with new sports brand client Under Armour, its replacement for the departed Puma. Here we have Brazilian model Gisele Bundchen, who lives her life ‘under a microscope’ apparently, demonstrating her kick ...
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