Under Armour Australia's sales in womenswear were falling behind market competitors. With no paid media spend and a small production budget, we needed to fight for share of voice in the over saturated sports apparel market.

 

We united four of the nation's top female athletes from all corners of Australia, with the aim to share knowledge and better each other ahead of one of the biggest years in women's sport with a women's content series called Together We Will. The four athletes included: World Professional Surfer Sally Fitzgibbons, two-time Winter Olympic Aerial Skier Danielle Scott, three-time Paralympian Madison De Rozario and 100m Hurdler Liz Clay. Taking the best of each of their specialities and strengths, the four athletes combined their skills and training techniques to co-create a cross training session targeting the whole body, with a focus on building strength. 

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We created a content series with each of our athletes along with a short teaser film on their social channels to their combined 685k followers. The teaser had a 1M+ reach and over 300k views. We secured PR stories in leading titles from The Daily Mail, NW and Fitness First magazine. In order to spread the word further, Under Armour sent out a dedicated EDM that was distributed to 341K consumers and drove over 2.7K website visits. We took over the Under Armour website with home page banners, category banners and buttons, an Together We Will landing page and collections page which told the Together We Will story and featured apparel selected by each of our athletes so that consumers could shop the looks.

Project Management // Art Direction // Graphic Design // Editing and Retouching // Production