- Our Work
- UNDER ARMOUR: Celebrating Young Girls in Sports.
UNDER ARMOUR: Celebrating Young Girls in Sports.
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
Under Armour needed a suite of dynamic, sport-specific videos built for mobile and social viewing. Each had to spotlight a different young female athlete and sport while still feeling like part of one cohesive campaign—with a consistent visual identity, energy and message across every execution.
Our Approach
Working closely with the campaign photographer and Under Armour team, we transformed the campaign’s still photography into a dynamic suite of video content designed from the outset for flexible, mobile-first deployment.
Brand Strategy:
- We extended the She Plays, We Win campaign identity into motion, creating a consistent visual and messaging framework while giving each athlete and sport its own distinctive energy.
- We developed a hero reel that brought all five sports together into one unified campaign story, reinforcing the larger message of strength, confidence and determination among girls in sports.
Creative Storytelling:
- We crafted five individual video stories featuring racing, boxing, track, basketball and skateboarding, using editing, scripting, voiceover and audio to give each athlete and sport its own personality.
- We shaped those individual stories into a broader narrative that celebrated young female athletes while keeping the work energetic, authentic and unmistakably Under Armour.
Digital Marketing:
- We designed the content specifically for an Instagram-first campaign, producing horizontal, square, vertical and 6-second variations to accommodate different mobile and social placements.
- This flexible suite of assets gave Under Armour multiple ways to deploy campaign content while maintaining a consistent visual identity and message across its social channels.
The Result
The finished content launched through the @ShePlaysWeWin Instagram account, bringing the campaign to life through a coordinated family of sport-specific videos and a unifying hero reel.
The campaign demonstrated how a strong brand idea could be translated into platform-specific storytelling without losing its identity—giving Under Armour a flexible suite of social content that celebrated young female athletes while delivering a consistent She Plays, We Win message across formats.
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