UNDER ARMOUR
The Year of Reinvention
From Underdog to Top Dog.
Insight: Protect This House, by making it bigger & better than the rest.
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In a competitive sportswear market dominated by larger global brands, Under Armour faced the challenge of carving out a unique identity and voice in the Middle East. The brand needed to not only compete with flashier rivals but also establish an emotional connection with local communities, athletes, and fitness enthusiasts.
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Under Armour tapped AKQA to reposition itself as the top performance brand in the region, through careful crafting of deeper cultural relevance and nurturing their fledgling roster of athletes and followers.
Idea: Go beyond just rallying a community, but rebuild it from the ground up and rise together.
One that thrived together and won together, taking the brand to the top. Over the course of a year, AKQA conceived and executed a regime of precisely targeted, immersive campaigns and experiences designed to build and elevate Under Armour’s presence.
From live events and motivational talks, to dynamic content series and product-led brand campaigns, the focus lay on fostering an authentic, locally resonant community of athletes. Each initiative spoke to Under Armour's core ethos of resilience, performance, and team spirit - empowering the region’s athletes to break limits, in both sport and culture, and rise together.
Marking our territory at HYROX.
Building anticipation for HYROX and celebrating competing Under Armour athletes, we created a compelling multi-week docu-style series focused on grit, teamwork, and performance. The series followed the team as they prepared to claim their 'spot' and make their mark in the competition, showcasing Under Armour as the enabler of high-intensity training.
Armouring up with Coach Nic St-Maurice
Under Armour as a source of empowerment. We hosted and documented motivational talks and thought-provoking reflections from renowned coach, Men's Health cover model ad former athlete Nic St-Maurice, aimed at bringing Dubai's youth together. This series inspired young athletes and fans alike, instilling a mindset of ambition, resilience, and determination.
Run Series 2023: Run With The Pack
We reinvented Under Armour’s Run Series from a social run club into a multi-week, immersive urban running event format. This included 4 one-of-kind run challenges and local exploration, aimed at sparking a shared passion for movement. The work also included proposing an annual event theme & design. The inaugural theme was 'Run With The Pack', emphasizing unity and camaraderie in fitness. The campaign was brought to life with live coverage, event branding and innovative runs.
UA Tribase: Make Your Stand Against Limits
Highlighting the strength and stability of the UA Tribase, this campaign focused on challenging personal limits and optimizing performance.
Origin Story with Fadi El Khatib
We added to Under Armour's global series 'Origin Stories' with a special two part episode starring Lebanese basketball legend Fadi El Khatib. We explored the origins of his success, connecting the thread with aspiring athletes while celebrating the region's athletic trailblazers with a global IP. ​
Break Your Best
For Ramadan - a time of spiritual reflection and fasting - we crafted a campaign for Under Armour that drew inspiration from the sporting advantages of fasting. The resulting narrative focused on athletes breaking their personal bests during the holy month. By embracing the spirit of pushing through limits, we connected with the local culture while embodying Under Armour’s global vision of breaking barriers.
Back To School
A seasonal campaign aimed at equipping young athletes for success as they returned to school. A dynamic film and accompanying collaterals imagined the next generation of sporting super stars.​
Credits
Agency:
AKQA
Studio:
MENA
Creative Direction:
Taraka 'TK' Tennakoon
Collaborators:
Simon Reid - Executive Creative Director, Diego Santamaria - Art Director, Viztoni 'Vizzo' Chin - Conteny Creator, Islam Momtaz - DOP, Vylan Dalmaida & Theresa 'Tessa' Antonio - Strategy, Amit Hasija - Production, Sharon Angel & Hassan Rawas - Account Management
Results & Impact
After a year of consistent reinvention, Under Armour Arabia rose to be the region's number one sports brand, according to Brand Tracker.
Over the span of one year, Under Armour didn’t just raise its profile in the Middle East—it built a loyal, thriving community of athletes and fitness enthusiasts. By engaging with local cultures, supporting top-tier athletes, and positioning itself as the go-to brand for performance, Under Armour has risen from an underdog to a top dog brand in the region.