Under Armour released its first footwear-oriented campaign today, titled “Footsteps.”
The Baltimore-based performance brand uses star athletes, including the NFL’s Tom Brady and Cam Newton (who met for the first time on set), elite track and field runner Monica Hargrove and UFC fighter George St. Pierre. The advertisements highlight the signature Charge RC shoe, which hits retail in December.
“As a leader of apparel, it’s a natural conversion into getting below the ankle. The product is innovative and has a great design to match the [brand’s] apparel,” said SVP of brand marketing Steve Battista. “The product is so different and unique, the timing is right for us to tell the world Under Armour makes great footwear.”
The campaign was directed by Peter Berg, known for his work on “Friday Night Lights,” and the upcoming “Battleship” film. Both 60-second and 30-second commercials will run on cable networks such as ESPN, BET and MTV. The campaign also will include print and in-store components. And on Facebook and YouTube, the brand will feature video footage and commentary from the athletes.
“We have very high expectations [for the launch]. The shoes are worthy of making a lot of noise,” said Battista. “The concept of the campaign is a platform that we can build upon, concentrating not just on great shoes but on what you do in the shoes in terms of going faster and farther.”