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Creative

Under Armour's Latest Spot Reveals the Secret Lives of Star Athletes

“Will Makes Us Family” was developed by Droga5 NY and aims to show what a boxer, a skier, a ballerina and an NFL athlete all have in common

Under Armour's Latest Spot Reveals the Secret Lives of Star Athletes

Under Armour’s new campaign “Will Makes Us Family” shows athletes all over the world, across skill level and body type, all united by a common denominator that got them to where they are today: WILL. The determination, perseverance and dedication to training makes us all family and unites us no matter who we are, where we are from, or what we set out to accomplish. ‘Will Makes Us Family’ is brought to life in its full expression in an anthemic film and through unique athlete pairing films.

What does a boxer, a skier, a ballerina and an NFL athlete have in common?

We all experience the same pain, the same burning muscles, the same exhilaration. Whether we’re training for a world record or in our own living room. We are showing the juxtaposition of these athletes’ shared training experiences through a series of films.

Athletes featured in the campaign, alongside everyday athletes, include:

  • Carolina Panthers quarterback Cam Newton

  • Principal Ballerina with American Ballet Theatre Misty Copeland

  • Olympic Skier Lindsey Vonn

  • Champion Golfer Jordan Spieth

  • Olympic gold medalist and heavyweight boxing champion Anthony Joshua

The films give you a raw insight into these athletes’ training so you can see, hear and FEEL the effort and grit they put into perfecting their sport. Training is an often overlooked part of an athlete’s journey to success. This campaign is Under Armour’s modern expression and celebration of training; training laid the groundwork to support the brand since its inception, and is ultimately the foundation of all sports.

Under Armour will continue its tradition of providing consumers with the world’s best, most innovative performance products with its new line of Training gear released along with this campaign – Perpetual, Vanish, Weather Protection and the fall/winter Misty Copeland Signature Collection drop.

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