Under Armour Unveils Local “Live in UA” Campaign

Global sports performance brand Under Armour (UA) has unveiled its new brand platform, ‘Live in UA,’ tailored exclusively for the Australian market. The campaign offers a glimpse into the brand’s latest men’s and women’s autumn and winter essentials, which are anything but basic.

This locally produced campaign showcases an expanded range of apparel, footwear, and accessories that cater to every facet of an athlete’s journey, from training and recovery to everyday living.

With a reputation for pioneering industry-leading performance solutions, the “Live in UA” collection marks a pivotal shift in Under Armour’s strategy and approach, representing a fusion of functionality and fashion to meet the demands of today’s active lifestyle. Building on the brand’s legacy of innovation in sports performance technology, the collection offers a range of apparel, footwear, and accessories designed to elevate both functionality and style that can be worn with confidence every day of the week.

“At Under Armour, we believe that every moment is an opportunity to perform at your best,” said Fernando Reani, managing director at Under Armour Australia and New Zealand. “With the ‘Live in UA’ collection, we’re redefining athletic wear by providing our customers with versatile pieces that seamlessly adapt to their dynamic lifestyles, whether they’re going out for a run, sweating it out at pilates or heading out for a casual day”.

Under Armour’s campaign features sport and fitness talent including UA athlete, professional rugby union winger, Mark Nawaqanitawase. “I’m thrilled by Under Armour’s expanded sports style offering and designs,” said Nawaqanitawase.

“The brand has consistently delivered quality sports performance gear that has been integral to my success. But as someone who lives in activewear, even outside of training and competition, it’s fantastic to see elevated styles that seamlessly integrate into my everyday wardrobe. With the ‘Live’ collection, I can take that performance with me wherever I go”.

The “Live in UA” collection features an array of men’s and women’s essentials that are everything but basic. Designed for ultimate comfort and performance, highlights include the 90’s-inspired casual trainer UA Apparition and UA Forge 96, the super-soft and stretchy UA Meridian Range, the ultra-light and breathable UA ArmourSport Wovens, and new sportstyle range additions in UA Legacy and UA Journey Rib technologies. Each piece is meticulously crafted using quality cuttingedge fabrics and innovative design techniques to ensure maximum comfort, durability, and style.

The ‘Live in UA’ campaign will roll out across all of Under Armour Australia’s digital brand platforms and nationally in UA Brand Houses and out-of-home marketing placements. The ‘Live in UA’ campaign will also feature with trade partner, Rebel, through their in-store and online channels as well as a media campaign across retail out-of-home, BVOD and paid social.

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