Background:

Under Armour came to China many years later than Adidas and Nike, so the traditional areas of performance sports and professional athletes have been mostly monopolized by these 2 brands. However, given the increasing focus on healthy lifestyles in China’s stressful cities, Under Armour sees its opportunity among Chinese consumers who are adopting an increasingly professional attitude to training off the court, in the gym, at home and in the office.

Idea:

“One More+”

Under Armour always believes that athletes are not just professional athletes who score on the court or in the field. Under Armour believes that athletes are those who are not afraid of failures and dare to challenge themselves at all times—always challenge themselves with “One More+”. With the support of Hi-Tech mineral dyed fabric, RUSH apparel boosts the muscles before training, while RECOVER apparel enables faster recovery after training.

We want to showcase the “One More+” spirit of the athletes that featured in the sports to encourage people to fulfill “one more set, one more round, one more shot, one more jump, one more stretch, one more dash, etc.” With the right support, determined sports lovers can always challenge for a higher goal.

We documented four films of “One More+” campaign, which features the China national 3x3 basketball men & women national teams, parkour expert, yoga instructor and street dancer who represents the popular sports in China these days.

We believe that anyone who has a passion for sports is an athlete. So we want to broaden the idea of “athlete”, pass this belief to whoever has a passion for sports, and encourage them with “One More+” spirit.

Results:

For brands in China, articulating brand stories through its first followers is key to marketing success as they teach fans how to follow the brands. Brand conversations quickly grew around these brand videos as there were shared online. As social sharing and viewing of video content were a key social activity in China, these online videos were able to attract social impressions of 13,768,875 and a click-through rate of 419,787. They were also directly responsible for recruiting thousands of health enthusiasts to Under Armour China’s WeChat social media profile.