Baltimore-based athletic brand Under Armour launched its latest ad campaign today, called “Slay Your Next Giant,” featuring sponsored soccer players Memphis Depay of Manchester United and Cameron Carter-Vickers of the Tottenham Hotspur Academy.
The brand says the campaign is consistent with Under Armour’s belief that the journey is more important than the destination and that soccer players must overcome the obstacles to elevate their game.
“This campaign feels very personal for me as I start my first Premier League season,” Depay said in a statement. “I have a lot of giants to slay in the coming months, but I’m feeling more than ready to take on every obstacle and challenge that’s presented to me. It’s how I’ve always played and lived — it defines me on and off the pitch.”
The brand is encouraging fans to use the hashtag #SlayYourNextGiant on Twitter and Instagram to share their stories and read the tales of others. While much of the campaign will be digital, shoelaces also play a role. Under Armour will provide its soccer players with customized laces that have a personal goal written on them. As the goals are achieved, the players will remove the laces from the shoes, replace them with a new pair and share the story of how they achieved their goal on social media.
The campaign was developed in partnership with Droga5, the agency behind other Under Armour campaigns, including its women-focused “I Will What I Want” (featuring Misty Copeland and Gisele Bündchen), and most recently the training-as-a-lifestyle-geared “Rule Yourself” (featuring Copeland, Stephen Curry, Jordan Spieth and Tom Brady).
The brand released the UA SpeedForm CRM FG soccer cleats in June, which boast the brand’s UA SpeedForm one-piece seamless upper and ClutchFit technology to keep the foot secure.