Under Armour Launches Slay Your Next Giant
Under Armour has revealed its first global football campaign, “Slay Your Next Giant,” which will inform all future story telling and marketing efforts for its football category.
The campaign, developed in partnership with Droga5, features Manchester United’s Memphis Depay alongside up and coming players from around the world, including Brazil, Chile, Mexico, and the UK.
Watch the teaser at Sport Industry TV.
Additional storylines feature Jermaine Jones of the MLS’ New England Revolution, Oswaldo Alanís and Jesús Corona of the Mexican national team, and Gonzalo Fierro of Colo-Colo in Chile.
One element of the campaign is the focus on players’ laces, with the brand set to arm football athletes with customised laces engraved with a personal goal, each pair representing a new challenge.
As players reach each milestone, they will remove their laces and replace them with a new pair, while sharing their journey through social media channels.
“This campaign feels very personal for me as I start my first Premier League season,” said Memphis Depay. “I have a lot of giants to slay in the coming months, but I’m feeling more than ready to take on every obstacle and challenge that’s presented to me. It’s how I’ve always played and lived–it defines me on and off the pitch.”
Peter Murray, VP, global brand and sports marketing, Under Armour, added: “Whether you’re Memphis, an aspiring academy hopeful in Brazil, or a Chilean kid playing with your neighborhood team, the goals you set for yourself loom just as large in your head.
“We’re going to be with every player, every step of the way, bringing down every giant he or she faces. We’re making a statement, we’re standing by it, and we’re pushing forward in a big way with our global football category.”
