• News (16)
    Campaign (19 Mar 2018)

    Under Armour "Beyond the shadow of doubt" by Lucky Generals and Dark Horses

    UNDER ARMOUR has rolled out a new campaign highlighting boxing champion Anthony Joshua's determination to inspire young athletes. The dramatic one-minute spot sees Joshua shadow boxing and uses it as a metaphor for a battle with internal demons that have to be overcome in order for him to succeed. It is  the first work on the account from LUCKY GENERALS and Dark Horses. The campaign will run across digital, PR, retail and outdoor until 31 March, the date of Joshua's next big unification fight.

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    The Drum (25 Oct 2017)

    Syrian refugee & swimmer takes strength from pain in Under Armour's latest

    UNDER ARMOUR has teamed up with Yusra Mardini to make a powerful film celebrating the Syrian swimmer’s drive and resilience. In the film, which is part of the sports apparel company’s #WeWill series, Mardini recalls how she fled Syria two years ago, and when stranded in the sea, she not only saved herself but the lives of others as she pulled the boat through the waves. She was part of the ten members of the Refugee Olympic Team that competed in the Rio de Janeiro Olympic Games. The film ends with her saying ‘Greater things than this have tried to stop me and yet, I keep moving.’

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