Under Armour has expanded its new ‘Commit’ brand platform across the Asia-Pacific (APAC) region in new creative work, following its initial Australian launch featuring Olympic swimming champion Kaylee McKeown.
The launch work features 28 athletes across film, print, social and digital out-of-home, with Colenso BBDO partnering with OMD APAC on the media strategy and rollout.
It comes after the announcement of the new platform in Australia was reported by B&T last month.
The new work spans markets across Asia, while also reaching beyond sport through the inclusion of K-pop band BOYNEXTDOOR.
“At Under Armour, we believe the most meaningful value of sport is found not only in the outcome, but in every moment when an athlete chooses to commit to it,” shared Simon Pestridge, CMO and APAC MD, Under Armour.
“When someone truly commits to something they love, sport becomes more than a way to challenge themselves. It becomes a force for continued growth. Through this platform, we hope to encourage more people to step onto the field, into the gym and back into the work, discovering the change that sport can create through every act of commitment and perseverance.”
Representing a new generation of K-pop stars, BOYNEXTDOOR has put joy at the core of who they are.
K-pop, like sport, is a world built on deep commitment and athleticism, and will help Under Armour show up for an audience beyond the gym and sports field.
“BOYNEXTDOOR represent exactly the kind of commitment we want to celebrate,” said Adam Schokora, creative director at Under Armour. “They work incredibly hard, but there’s a real joyfulness and authenticity in how they do it. They’re a great example of what it means to commit to something you love and discover who you can become in the process — and, most importantly, find real joy along the way.”
“It’s been a privilege to work with athletes across the region on this project,” added Simon Vicars, chief creative officer of Colenso BBDO. “Sport is a powerful contributor to the joy of life. Our aim for Under Armour is very simple: to help fuel the joy addiction.”
Credits:
Client: Under Armour APAC
Creative: Colenso BBDO
Production & Direction: Love Song / The Loft Films
Executive Producer: Geok Lem & Alex Chamberlain
DOP: Paul Guilhaume
Post production: Heckler Shanghai
Music Composition and Sound Design: Cam Ballantyne @ Beatworms
Photographers: Jedi & Tang Ting @ Kindred Collective
