Under Armour Showcasing Andy Murray In New Digital Content Series During U.S. Open

Tennis fans "rarely get to see" Andy Murray's personality off the court, but Under Armour is "setting out to change that with its new digital content series, #Murrica, which launched last week at the start of the U.S. Open," according to Christine Birkner of ADWEEK. The videos feature Murray and young players from the N.Y. Junior Tennis League "trading both tennis tips and cultural barbs." The kids also "teach Murray the art of American smack talk, how to catch Pokemon Go and how to enjoy New York pizza." Meanwhile, Murray offers the kids a "sampling of Scotland's sometimes stomach-churning national dish, haggis." UA Senior Creative Dir Sean Flanagan said that since launching this past weekend, the videos have "garnered 6 million impressions" (ADWEEK.com, 9/6). In London, Tony Connelly noted the spots reflect UA’s strategy of "building a brand around its athletes with content that sheds light on their personality." It represents "something of a more traditional approach which has prompted a rethink among its bigger rivals who have been prone to using their stars as platforms from which to relay their brand values" (THE DRUM, 9/2).