Under Armour is following up on its “It Comes From Below” ad campaign revealed last month with another installment.
Last month’s edition included MLB star Bryce Harper and focused on the idea that footwork is a key skill in every athlete’s success, and that great moments in sports start with the feet. The short film charts Harper’s career through numbers, highlighting his incredible accomplishments at a young age. Even with a tough training regimen, for Harper, nothing is as important as the first step and pivot in the batter’s box.
This time around, Under Armour documented its frist experiential two-day running event, UA Run Camp — Elevation, which took 35 experienced male and female runners through grueling weather and terrain to put themselves and Under Armour’s footwear to the test.
Featured in the short film is the Under Armour Charged Bandit 2 running shoe, which has the brand’s Charged Cushioning footbed and a mesh form-fitting upper that allows breathability. The style is designed for long-distance running but keeps flexibility and comfort at the forefront.
Under Armour is also encouraging runners to participate in the next UA Run Camp: The Desert in a secret desert location. Runners can win a spot at the camp by posting a photo of themselves before, during or after a run, sharing a completed run through Under Armour’s MapMyRun or Endomondo apps and including a statement on why they believe they deserve a change to attend with the hashtag #earnyourspot.