Under Armour is strengthening its presence on the European market. The American sportswear brand, which built its reputation on sports support garments and today also offers shoes and accessories, is launching its first marketing campaign, mainly on the internet. For the past two seasons the brand has been building a team of athletes to act as its ambassadors.

Under Armour’s campaign will also be featured in-store at Go Sport / Photo: DR

The European branch of Under Armour teamed up with advertising agency Make Amsterdam to come up with its first European advertising campaign.

With the headline “New Battles, New Armour, Our technology for your challenges”, the team has concentrated on the brand’s sports ambassadors and has come up with challenges for them. The campaign has a notably British influence: recent champion of the Six Nations with Wales, rugby player Jamie Roberts faces a training session with martial arts champion, Chloe Bruce, whilst with the Euro championship just around the corner, English footballer Bobby Zamora takes on a player of Sepak Takraw (a cross between football and volleyball). Let’s not forget the international stars: queen of downhill skiing Lindsey Vonn will be training with a Shaolin monk practiced in Kung Fu.

In France the ads will be featured in the press, most notably in Midi Olympique, but will also feature in-store: Go Sport, for example, will have window displays on the theme. The brand has also recruited a community manager for each country to increase its visibility on the internet.