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+ Dance It Off”

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 street dancer YeYin to encourage him to fulfill “one more move, one more turn, one more spin, one more twist, one more slide, etc.” With the right support, determined him can always challenge for a bigger stage.

Once the music starts, YeYin can’t help but dances along to the beats. “One more locking, one more battle” through multiple practices and unstoppable dance moves. He wants to challenge himself and achieve breakthrough every day. The pursuit of “One More+” is a spirit that Under Armour wants to communicate to all athletes.

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.