Under Armour

Droga5 *Lead Agency

Johnny Bauer, Global Chief Strategy Officer
Colleen Leddy, Head of Communications Strategy
Harry Roman, Co-Head of Strategy
Sam Matthews, Strategy Director
Hillary Heath, Communications Director
Tim Gordon, Group Creative Director
Julian Cheevers, Executive Group Director
David Droga, Creative Chairman & Founder
Toby Treyer-Evans, Senior Creative
Laurie Howell, Senior Creative

Under Armour, one of Michael Phelps' biggest sponsors, was locked out from using the limelight of the worlds biggest competition in August, 2016. Cutting through sponsorship noise, it used Phelps to bring to life the brands hardcore ethos - greatness is the product of sacrifice. By showcasing Phelps' grueling regimen and launching it months before the official sponsors, it sparked a very different kind of campaign. The campaign was among the most liked, lauded, shared and talked about campaign among sponsors and non-sponsors, significantly driving consideration and ultimately sales.