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Under Armour Basketball

Sheina — Mon, 08 Aug 2011 20:56:35 +0000

Black Ice Hits the Court.

The ominous siren rings as Brandon Jennings darts from the void, moving like a panther across the court. Lower. Lighter. Blade to stone, weapons drawn, Micro G Black Ice on. Brandon Jennings was the first player to go straight to the NBA without playing college basketball. After a year in Italy with Lottomatica Roma, he was drafted to by the Milwaukee Bucks and shot out of the gates setting records and climbing the ranks. As with any rookie, it hasn’t been an easy road to come up. There’s a lot of pressure to perform and you can tell when he’s on the court, he’s got something to prove. Brandon Jennings has arrived and he’s wearing Micro G Black Ice. This is game time and all the years of dedication and training come to court with a fierce confidence. The NEXT GREAT—I Think You Hear Us Coming.

YouTube Feedback

Sheina — Tue, 07 Sep 2010 21:21:58 +0000

Our campaign really hit a nerve with some people – they either loved it or hated it – but it got them talking. Check out the good, the bad, and the ugly below.

“I’m actually proud to be part of an ad community where pushing the envelope is encouraged. It’s part of the reason why I chose to get involved this year. I can’t wait to see what they come up with next! Well done to Shilo & the Ad Club for a controversial campaign that has people talking!”
-christinedday

“I’m sorry, but without any warning this video came into my inbox. Now I like well produced horror movies like any guy, but I can only wonder what some of the more sensitive female viewers think. Isn’t there anybody awake at the helm of the Ad Club?”
-waynebru

“This is very weird, I’m not a fan.”
-scrappymcfiesty

YouTube Review

Sheina — Tue, 07 Sep 2010 21:02:56 +0000

“Love this commercial! Pumps me up for my own training, which I’m sure was it’s intention. And to buy Under Armour of course. Haha. But ya, great job!”
- Geo2382

“SICK SICK SICK commercial…got pumped after watching this.”
- roshansequeira

“Anybody know if this is a song or not? Cuz I wanna download it and put it on my iPod so I could workout to it.”
- bballmannumba3

Shilo/Zoo York Skateboards

Sheina — Fri, 03 Sep 2010 20:19:39 +0000

Skateboarding is in our bones. So is design. That is why it was the ultimate union of awesomeness to collaborate with our friends at Zoo York to design a series of custom decks.

Timeless

Sheina — Fri, 03 Sep 2010 20:00:50 +0000

Great thought is: Elegant. Poignant. Intelligent. Crafted. Functional. Brilliant. Artful. Free. Simple. Complex. Beautiful. Associative. Skilled. Emotive. Obsessive. Intangible. Mysterious. Communicative. Unique. Precise. Visionary. Innovative. Timeless.

The Women’s Campaign

Helen — Wed, 01 Sep 2010 03:24:11 +0000

Continuing the legacy of the the struggle story we first told through our male athletes, we bring light to the unique stories of three women athletes. There is a choice that each athlete faces: to thrive and push through the pain or to succumb to failure. Lindsey Vonn (Olympic gold medalist alpine ski racer), Monica Hargrove (track and field athlete) and Lauren Cheney (American soccer player) each demonstrate their will to accomplish their personal best in the face of extreme physical challenge.The Under Armour woman has arrived and she accepts nothing less than greatness.

Also check out our interview with the director of these spots here.

The Women’s Anthem.

Vonn Portrait

Cheney Portrait

Hargrove Portrait

Sonic Strategy

Helen — Wed, 01 Sep 2010 02:26:32 +0000

Developing a Brand Beyond the Visual.

As part of our Under Armour 2010 PTH, I WILL campaign, we created a multi-platformed sonic strategy around a core musical theme. The driving “Under Armour Anthem” not only serves as the main musical component of the campaign’s broadcast and web films but also lives on as remixed tracks for the women’s campaign, as ringtones, and as a foot stomping stadium chant. This music is equal parts driving inspiration and swagger, serving as the rally cry for the Under Armour athlete.

Download audio file (UA-0218.mp3)

The Men’s Campaign

Sheina — Wed, 01 Sep 2010 01:33:56 +0000

Our first chapter focuses on the theme of training and includes a broadcast spot as well as four athlete portraits – longer form meditations – made to live online. Georges St Pierre (mixed martial artist and the current WelterweightChampion of the UFC), Michael Phelps (olympic gold medal swimmer), Brandon Jennings (NBA point guard), and Dez Bryant (NFL wide receiver) each tell their story of overcoming adversity – their struggle story – in a personal way. For some it’s a literal journey of the body; for others it’s a figurative journey of the mind; for all, it is a true test of the mettle that makes an Under Armour athlete.

The Men’s Anthem.

Jennings Portrait

GSP Portrait

Bryant Portrait

Protect This House, I Will. 2010 Campaign.

Helen — Wed, 01 Sep 2010 01:00:09 +0000

“Beware the underdog. Beware the unknown quantity. Beware Under Armour.”

Reinvigorating Under Armour’s Call to Action.

Our good friends at Under Armour challenged us with the task of reinvigorating their Protect This House theme. This was the beginning of a new chapter in the Under Armour legacy and we saw this evolution as the story of what drives the core athlete, the true competitor. A story of the underdog overcoming pain and adversity. A story of starting with nothing and gaining everything. A narrative that speaks to every true competitor.

We worked with the in-house team at UA led by Senior Creative Director, Marcus Stephens, and Creative Director, Brian Boring through on-site brainstorming sessions, mind-map meetings, and lots of getting deep into to the mind and spirit of the brand and what drives its world class athletes. As a result, we wrote and produced this compelling brand story through a collection of broadcast spots, web films, and a corresponding sonic strategy, all of which contain that driving mantra and call to action: Protect This House. I Will.

The FADER

admin — Tue, 31 Aug 2010 20:11:28 +0000

“We refuse to let all this tapping on the keyboard stop us from living life, man.”

The FADER and Our Cultural Collaboration.

We started talking with the cool kids at FADER a while back. We had a mutual fan-club thing going. They had an eye on our mix series and we always looked forward to getting our FADER in the mail. As the mix series started to grow, getting more and more hits, they saw a great opportunity to pair up with We Make It Good and start a cultural collaboration. The evolution was totally organic; first we partnered on the mix series, then we starting making print ads for their magazine and eventually, we came together to create a pop-up store and throw a clandestine party.