The agency: 160over90
The client: Under Armour
The ask: Under Armour has long championed physical strength. But the top competitors know that’s only half the battle. Mental strength is what puts you over the edge. So we were tasked with bringing this secret of success to the masses. And we did it by taking consumers Under the Armour of the world’s best athletes.
Launch Spots
To get things going, we sat down with some of UA’s top athletes and picked each of their brains on how they train the mind. Then we took that intel and created bespoke :30 TVC spots for each. Authentic, real and raw we shared the way they actually workout their minds with the world.
The Performance Academy
But stopping at spots wasn't enough. This had to be something more. Something tangible. Something accessible that athletes could actually use to train their minds like the pros. So we created the UA Performance Academy from scratch – real exercises, backed by science (thanks, Dr. Michael Gervais) that any athlete could use for free.
Retail + Digital
And finally, we backed it up by spreading the word about the importance of mental strength in retail and digital placements across the globe.
