Under Armour Unveils #earnyourarmour
Under Armour has announced its first live social engagement campaign in the UK, Earn Your Armour, which will see Wales full-back Leigh Halfpenny join a group of professional athletes take to social media to personally challenge the online training community to take their training to the next level.
Through the campaign, Under Armour UK will tap into the social space by hijacking competitor social conversations in real-time with unique content from the athletes, challenging them to train harder.
The campaign will engage British and German fitness enthusiasts, encouraging them to share their workouts using the hashtag #EarnYourArmour.
The American fitness brand announced the acquisition of Endomondo and MyFitnessPal earlier this month, following the launch of UA Record – a new activity tracker unveiled in the new year in collaboration with HTC.
UA Record is designed to aggregate users’ data from a variety of fitness tracking devices and to create an online community in which users can follow, encourage and challenge each other.
In addition to the users Under Armour picked up in late 2013 with its acquisition of the MapMyFitness app, the company claims its online health and fitness community now has more than 120 million global participants.
Mairead Van Gils, digital marketing manager EMEA at Under Armour, said: “Under Armour is all about pushing yourself further and becoming better; so we wanted to do just that with a real-time social campaign. Hijacking users of training apps such as Map My Fitness, Endomondo and those of competitors, we will tap into workout conversations using live social content from the likes of Leigh Halfpenny – pushing past existing social boundaries and showing that we’re not afraid to stand out.”
Halfpenny – currently part of the Welsh RBS 6 Nations team, also backed by Under Armour – added: “Whilst me and the other Wales players are battling away in the Six Nations, I’ll be calling on the people training across the country to take on their own personal challenges and prove that they have the will to be the best they can be.
“Anyone who is serious about their sport has to have the attitude and ambition to improve every day and that’s why we want every single person we approach to earn their armour. Myself and the other Under Armour athletes will be watching to see how they get on.”
The campaign live period, which runs from 23rd February to March 8th, will see athletes create bespoke video and image content to engage with amateur athletes.
