Under Armour - Shane's Prayer

Having just rewritten Under Armour's global brand strategy, and positioned the brand itself for a big comeback (proprietary stuff we're NDA-bound to keep secret), we jumped at the chance to help express that strategy in College Football, the category where Under Armour got its start nearly 30 years ago. As the official sponsor of Notre Dame, Under Armour was happy to see the Irish on the verge of winning the College Football National Championship. It didn't hurt that Shane Gillis, the now-wildly-popular comedian, was a rabid Notre Dame fan. Gillis himself had just mounted a comeback for the ages, being fired from Saturday Night Live only to be invited back to host the show, twice. So in humble-yet-heretical fashion, Shane asked god for a Notre Dame victory. His prayer wasn't answered, but based on the metrics, Under Armour's was.