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+ Practice”

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 yoga instructor Rosie to encourage her to fulfill “one more stretch, one more balance, one more twist, one more bow, one more focus, etc.” With the right support, determined her to focus on her practices to be more perfection.

Rosie can always achieve peacefulness even when placed in unfamiliar surroundings. “Pause for one more second, do it one more time." Every move is never sloppy even till her last headstand. She says, “Practice till how you envision your best will be”. As long as one keeps pushing one’s limits, the potential will be endless.

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.