What is the story about?
What's Happening?
Under Armour has introduced a new brand platform titled 'Be The Problem' as it ventures into European football. This campaign, developed by Uncommon Creative Studio, aims to redefine the phrase 'being a problem' as a positive attribute, emphasizing grit and determination. The campaign will be rolled out across the UK, France, and Spain, featuring a mix of film, out-of-home activations, social media, and strategic takeovers during major football fixtures in the Premier League, Ligue 1, and La Liga. The initiative is part of Under Armour's broader strategy to leverage its 'underdog' image and infuse resilience into its brand storytelling.
Why It's Important?
This campaign marks a significant step for Under Armour as it seeks to strengthen its presence in the competitive European sports market. By aligning with football, a sport with massive global appeal, Under Armour aims to increase brand awareness and consideration. The campaign's focus on resilience and grit resonates with the brand's core values and could attract a new audience segment. Success in this venture could enhance Under Armour's market position and drive growth in a region dominated by established sportswear giants.
What's Next?
The 'Be The Problem' campaign will run throughout August and September, with media planning and execution by MG OMD. As the campaign unfolds, Under Armour will likely monitor its impact on brand perception and sales in Europe. The company may also explore further collaborations and activations to sustain momentum and deepen its engagement with European football fans.
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