Under Armour Launches Latest #iwill Chapter
Under Armour continued to build around the I WILL brand story this week, launching its latest range at a unique pop-up gym in London’s Southbank to highlight the science behind ColdGear Infrared technology.
The event is one part of the brand’s I WILL campaign that has digital media running across Europe featuring world champion downhill skier Lindsey Vonn, and 20-year PGA golfer Jordan Spieth.
The campaign sees athletes battling extreme conditions and frigid temperatures with the help of Under Armour’s new ColdGear Infrared apparel line.
This week, Under Armour brought the campaign to life in the UK as over 100 people were invited to take part in a grueling outdoor training session underneath Southbank’s iconic Golden Jubilee Bridge in the heart of London.
Designed to test aspiring athletes in the grittiest training environment the UK has ever seen, the consumers – who applied for the opportunity through the brand’s Facebook page – pushed their bodies through punishing exercises, with the support of Under Armour’s new ColdGear Infrared apparel line.
‘Our brand was founded on performance innovation to help give athletes the edge they require, when it counts the most,’ said Chris Carroll, EMEA director of marketing.
‘In the new ‘I WILL’ campaign, Under Armour honours the moments of grit and perseverance that drive athletes to conquer the most extreme conditions and athletic challenges to unlock their full potential.’
‘Working with Under Armour on this campaign felt natural to me because it shows exactly how I face challenges,’ says Vonn.
‘When an obstacle gets thrown at you, you have to put up your shield, move it out of your way and focus on the next hurdle. That kind of mental toughness is what keeps me going and improving.’
The newest chapter of the I WILL campaign will run on digital platforms across the UK, including youtube, VIVA, MTV, Eurosport & Facebook on outdoor sites in Manchester, Glasgow & Dublin and will be supported through in store materials in retail doors such as JD Sports, Greaves Sports-Glasgow, Harrods, & Sporting Pro-High Street Kensington.
The campaign also leads the Under Armour UK marketing strategy over the winter season and is being leveraged through the brand’s sports marketing programme including its Premier League partnership with Tottenham Hotspur FC and team deal with the Welsh Rugby Union.
The Tottenham Hotspur squad and coaching staff are wearing ColdGear Infrared apparel for training during the winter months and wore it when the team played in Norway’s arctic temperatures against Tromso FC as part of their Europa League campaign last month.
