SBD/August 9, 2011/Marketing and Sponsorship

Newton, Brady Starring In Under Armour's Biggest Campaign For Athletic Shoes

Under Armour is introducing the “biggest campaign yet for its athletic shoes,” with commercials scheduled to begin airing "this week on prime-time and cable and network television," according to Elizabeth Olson of the N.Y. TIMES. The "Footsteps" campaign, via Twofifteen McCann, S.F., includes television, print, online and social media activation and includes UA's "signature crisp, heart-pounding advertising style." Panthers QB Cam Newton and Patriots QB Tom Brady “are among the athletes who appear in the television ad,” which features shots of "sweat-dripping athletic champions pushing their training limits while, of course, wearing the company’s form-fitting apparel and shoes." Ravens LB Ray Lewis narrated the 30-second spot. Twofifteen Creative Dir Scott Duchon said that the commercial, timed “to coincide with the opening of the NFL preseason, includes footage of flying missiles and hunting lions, underscoring the theme that ‘you want to be the hunter rather than the hunted.’” Olson reports the campaign was directed by Peter Berg and promotes UA's Split and Charge RC shoes. The Split shoe is in stores now, while the Charge RC shoe “will not be available for sale until December, except for a limited distribution on the company’s Web site,, in October, and in running specialty stores like City Sports, also starting in October.” Campaign print ads will appear in Yahoo Sports and Stack magazines, and “a billboard with Newton will appear for a month in Times Square starting Aug. 15.” UA is “planning a takeover” of YouTube on Aug. 16 “to cater to its 12- to 24-year-old audience.” The company also is “planning a social media scavenger hunt,” called “UA Footsteps Frenzy,” for a 10-day period beginning Aug. 22. UA worked with Digitaria “to take the ‘Footsteps’ campaign online” (N.Y. TIMES, 8/9).
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