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Under Armour It's All Underneath

“How do you make a connection between Under Armour and Canadian athletes, specifically hockey players, when its signature product can’t even be seen on the ice? By tapping into their will to succeed. And proving that it’s not just about what’s on the outside that counts. It’s also what’s on the inside.”

Chris Hirsch

Partner, Vice‑President, Creative Director, LG2

Under Armour, was, for the very first time, launching Canadian-specific social channels. We were charged with creating the digital strategy and creative concept that would launch these new channels in a way that would resonate with Canadians. To make a case for investment in the Canadian market, we had to achieve 10,000 followers on Instagram, a net new channel for Under Armour Canada, in a 60-day span.

But how could we take a global brand that aims to make people better and make it distinctly engaging across Canada? Furthermore, how could we use hockey gear to start this rallying cry, when the base layer itself isn't visible on the ice? By showing people that it's what's underneath you that really drives you.

The wall of will

We created the first-ever digital billboard that was powered by the collective willpower of Canadians. The Wall of Will was digitally connected to training equipment on-site that, when in use, powered up and built the “I WILL” tagline on the board. Progress of the board and the activation was shared in posts, stories as well as live. The Wall of Will was also powered by the collective contributions of Canadians across the country who submitted workouts using #CanadaWILL on Instagram. 

In just one week, Under Armour Canada’s Instagram following surged past our annual goal of 10,000 followers without any traditional support. And the momentum we gained at launch has helped us to continue to grow to 30,000 followers and achieve class-leading engagement on Instagram.

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Under Armour, Inc. is a global sportswear company headquartered in Baltimore, Maryland. They have additional offices located in Amsterdam (European headquarters), Austin, Guangzhou, Hong Kong, Houston, Jakarta, London, Mexico City, Munich, New York City, Panama City, Paris, Pittsburgh, Portland, San Francisco, São Paulo, Santiago, Seoul, Shanghai. The company’s Canadian headquarters are in Toronto.