THE STORY
For a brand that has a prominent spotlight in the professional sports world, Under Armour needed to find a way to make themselves more accessible to those up-and-coming athletes; high schoolers. Instead of simply marketing to this audience, Under Armour decided to let the audience do the talking. The Under Armour Finding Undeniable digital campaign invited student athletes, athletic directors, and communities across the US to participate in a socially-charged competition with a chance for their high school to win over $140k worth of UA gear.
The campaign consisted of a digital hub where schools would create their own page and complete a variety of challenges, uploading content and acquiring votes. These challenges ranged from pep rallies to pro athlete shout outs, all in an effort to showcase school spirit and loyalty to the Under Armour brand.
The Under Armour Finding Undeniable campaign won two 2012 Philadelphia Gold Addy Awards for nontraditional advertising and mixed/multiple media.