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+ Challenge”

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 wanted to showcase the “One More+” spirit of the China’s 3x3 basketball men & women national teams to encourage them 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 them can always challenge for a higher goal.

We documented the daily practices of them. Such as box jumping, weightlifting, ropes battling, suicide drills, jump shots, 3x3 practice games, etc. The “One More+” spirit allows them to push themselves beyond their own expectation during both practice and recovery. Having a good recovery is also important to prepare them for their next game.

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 this content video as it was shared online. As social sharing and viewing of video content were a key social activity in China, this online video was able to attract social impressions of 13,768,875 and a click-through rate of 419,787. It was also directly responsible for recruiting thousands of health enthusiasts to Under Armour China’s WeChat social media profile.