Under Armour & Firstborn Combine Sweat with Tech

As Under Armour was launching their biggest brand initiative in company history, they turned to Firstborn to bring their “I WILL”. mantra to life in the digital space. Firstborn created an integrated campaign that includes an interactive microsite, social media activation and online media units. For the campaign’s marquee experience, the digital agency built a site that personifies the brand’s future-forward approach to athletics. The site features Under Armour’s stable of rising superstars, and highlights the gear that’s pushing them to the next level. Users explore the HTML-based site through dynamic photographs of the athletes, which launch expanded video content and interactive product pages. A mobile version of the site was also built. A social-driven extension of the site aggregates #IWILL content from across the web and gives fans a way to express themselves through the brand. A variety of rich and standard media units rounded out the campaign, promoting new products and driving users to the campaign site.

 

In the end, Firstborn was able to transform Under Armour’s on-field passion into engaging online experiences.