Under Armour Launches New Global Ad Campaign

Top Store Openings 2014
Inside Under Armour's Soho store in New York.
Courtesy photo

Under Armour on Tuesday launched its latest marketing campaign to highlight the sacrifices athletes make.

The Baltimore-based company’s campaign focuses on the consistency of daily training for a sport. The tagline for the campaign, created by Droga 5, is “It’s What You Do in the Dark That Puts You in the Light.”

The ads will debut with two television spots, as well as on social media, with the first featuring members of the USA Gymnastics Women’s National Team, which will be in the public eye during the Summer Olympics. The ads will show the gymnasts developing full-body strength, training and traveling to competitions.

Another ad will star Netherlands soccer player Memphis Depay — his dedication to the sport will be shown in spots where he performs the same maneuvers over and over.

“The newest chapter of our campaign is the natural evolution of Under Armour’s training ethos,” said Adrienne Lofton, SVP of global brand marketing at Under Armour, in a statement. “As a company built by athletes, we truly understand an athlete’s never-ending quest to reach greatness and we want to showcase and honor their sacrifices.

“By providing this peek behind the curtain of our athletes’ lives, we hope to inspire young athletes all over the world to push beyond their perceived limitations to achieve their ultimate goals,” Lofton continued. “We truly believe it’s what athletes do in the dark, when no one is watching, that ultimately puts them in the spotlight they deserve.”

In March, the company will launch the next phase of its campaign. That will include a short film featuring swimming great — and longtime brand ambassador — Michael Phelps.