AGENCY
Walid Kanaan, Chief Creative Officer
Jennifer Fischer, Chief Innovation Officer
Joe Lahham, Managing Director
James Robbins, Executive Creative Director
Hugo Agostino, Art Director
Simon Raffaghello, Head of Copy
Ricardo Gasparian, Strategic Planner
Camilo Rojas, Motion Designer
Emad Doughan, Head of Digital
Rim Akawi, Account Manager
Rifaat Fakih, Strategic Planner
Romy Abdelnour, PR & Communications
Dina Salem, Social Media Director
Ahmad Yaseen, Social Media Manager
Lake Produções
Gustavo Lopes, Audio Production
House of Comms
Deepti Chadalavada, Head of Social Media
SUMMARY
Under Armour is not a recognizable brand in the region. Compared to other big sports brands, people cannot spot out its logo or know what it does when they see the name.
However, by tapping into the audience, Under Armour, the underdog sportswear brand, was able to increase brand recognition through a TikTok challenge that went viral across the UAE.
The sports community loves a good challenge, and Under Armour tapped into that insight to build awareness and relevance in market where it was not very well known or recognizable.
