Challenge
Extend the brand’s basketball rallying cry, #OutworkEveryone, across social channels in a cohesive way.

Solution
Create a robust social activation that works across multiple platforms with athlete-driven content.

To do it, we conducted one-on-one Skype interviews with Under Armour’s main roster of basketball athletes to deep dive into stories that explained how they #OutworkEveryone.

The captured audio was then used as the foundation for a high-octane video campaign, which served as a teaser for never-before-seen athletes quotes.

Under Armour was able to distribute the assets across their social channels, resulting in an uptick in @UABasketball social following and increased conversation around #OutworkEveryone, which helped the brand engage with fans long after the season had wrapped.