Under Armour Unveils Second Installment To "It Comes From Below" Ad Campaign

Under Armour yesterday debuted a video as part of its "It Comes From Below" campaign featuring footage from its "recent two-day running camp where more than 30 athletes were tested on endurance in the mountains of Colorado," according to Adrianne Pasquarelli of AD AGE. The two-minute film showcases the March event, called "UA Run Camp-Elevation." The video "follows the campaign's first spot," which ran in July and featured Nationals RF Bryce Harper. UA is also "putting out a social call to arms for participants of its next event, UA Run Camp-Desert, taking place in October." The brand next month will "debut a third and final spot" featuring Panthers QB Cam Newton (ADAGE.com, 8/22). In Baltimore, Lorraine Mirabella notes the campaign is "timed for the release of the UA Charged Bandit 2 running shoe, to be offered for sale this fall." UA's footwear category now accounts for 17% of its sales and "is seen as a key growth driver in competing with the much bigger Nike" (Baltimore SUN, 8/23). 

CUTTING TIES: In DC, Jessica Chasmar noted Under Armour has "ended its sponsorship" of Sarah Bowmar, wife of U.S. hunter Josh Bowmar, after a video showing Josh Bowmar "killing a bear with a spear in Alberta, Canada, sparked international backlash." The couple runs a fitness business in Ohio, and they were "both reportedly seen wearing Under Armour clothing in the now-deleted hunting video." Sarah Bowmar "was signed by Under Armour in January to star in its first women's hunting campaign, 'The Women of Will." UA Senior Global Communications & Entertainment Manager Danielle Daly: "The method used to harvest this animal was reckless, and we do not condone it" (WASHINGTON TIMES, 8/20). 

MAKING GREEN AND GOLD: In Denver, Terry Frei noted Colorado State Univ. last week "released photos of the team's new Under Armour, form-fitting uniforms." The team can "wear various combinations of green and white jerseys, and green or gold pants." CSU and UA "have been partners" since '12 and a long-term extension of the deal "began in July" (DENVER POST, 8/18).