Under Armour Celebrates Young Girls in Sports
Brand Strategy·Creative Storytelling·Digital Marketing
In 2017, Under Armour brought us back in after our successful video production work supporting the rollout of their running shoe initiative. This time, we were tasked with helping launch the She Plays, We Win campaign — a national Instagram-first initiative celebrating young girls in sports.
The Challenge
UA needed a suite of dynamic, sport-specific videos optimized for mobile viewing across Instagram — each highlighting a different female athlete and sport — while maintaining a cohesive campaign look and message.
Our Approach
We handled all post-production editing and worked closely with the campaign photographer and UA team to craft five unique video verticals: racing, boxing, track, basketball, and skateboarding. For each sport, we delivered multiple format variations including horizontal, square, vertical, and 6-second cuts — paving the way for flexible, mobile-first social deployment. We also developed a hero reel combining all sports into a unified story arc. Scripting, VO, and audio post were also completed in-house.
The Result
The content launched on the @ShePlaysWeWin Instagram account, garnering strong engagement and positive response across the board. The campaign served as a clear example of how brand storytelling and platform-specific execution can drive meaningful impact in the social space.
