Under Armour star athletes Bryce Harper and Cam Newton are at the center of the brand’s new campaign, “It Comes From Below.”
The campaign centers on the idea that footwork is a key skill in every athlete’s success, and that great moments in sports start with the feet. Ahead of the 2016 MLB All-Star Game on Tuesday, Washington Nationals player Harper is featured in a film about his story titled “Numbers” and told in the words of his high school coach, Sam Thomas.
Thomas charts Harper’s career through numbers, highlighting his incredible accomplishments at a young age. Even with a tough training regimen, Thomas says nothing is as important as the first step and pivot in the batter’s box. The final shot in the film is Harper’s foot pivoting as he hits one out of the park.
“When we took a hard look at what really sets our athletes apart, it became clear that the journey to greatness starts from below,” said Adrienne Lofton, senior vice president of global brand marketing at Under Armour. “Beyond recognizing the importance of footwork, we are committed to creating the most innovative, game-changing footwear on the planet for all athletes.”
Under Armour’s HarperOne Unanimous baseball cleat, inspired by last year’s unanimous decision to name Harper the National League MVP, is available today. The HarperOne Platinum Edition is available Tuesday. Harper was the youngest player in MLB history to unanimously win the MVP.
Under Armour will release Carolina Panthers quarterback Newton’s part of the campaign in fall 2016. Watch the full film featuring Harper below.