Gritty Under Armour Campaign Honours the Perseverance of the Grind

Under Armor released a campaign highlighting athletes from their London clinic designed to identify, train, and develop young sports leaders. Directed by Britain’s own Tom Day for creative agency 72andSunny, the films achieve their aim of capturing the grit and grime of the London athlete. 

Where most campaigns hero scoring moments, ‘We Grind for All We Get’ zeroes in on the repetition, failure, and perseverance of the grind. Football, basketball, and rugby games are the vessels through which this grind is portrayed. The films refresh the athletic commercial space steering away from wins, and instead reflect on the reality of the hard work behind them. Shot in authentic London locations, the dynamic camera work glues the viewer to the athlete and brings them along with every step and pivot, remaining on the move.

The films were tag teamed by Splash Studio’s senior editors Rigel Kilston and Chris Hicks. Their editing styles dueted perfectly throughout the cuts. Splash Studio’s Peach Rizzo produced the film in tandem with George Ancock. Neighbouring colour studio The Mill provided the grade that gives the films their rich, filmic quality.