CLIENT

UNDER ARMOUR

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YEAR 

2017

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CAMPAIGN

UNLIKE ANY

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WORK

RESEARCH DESIGN

NATIONAL & GLOBAL FOCUS GROUPS

INFLUENCER PANEL INTERVIEWS

STRATEGY DEVELOPMENT

By 2016, “empowerment” ads had become cliche, selling everything from exclamations of real beauty to underwear. To distinguish itself from the melee, Under Armour needed a new brand platform that reintroduced authenticity into feminist marketing.

 

Leading interviews with cultural influencers and managing national and global online focus groups with consumers, I uncovered a key insight by asking the following question: how do you want to be defined as a women in 2017 and beyond? Their answers were as powerful as their potential.

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Her workouts fueled her to endure age-old conventions of power, helping her to rise above stereotypes, gender roles and labels seeking to diminish her accomplishments. She was above comparison.

 

The resulting, “Unlike Any” campaign, honored her performance, unwavering spirit and transcendent abilities.