UNDER ARMOUR: UNDER THE ARMOUR
REDEFINING “STRENGTH” FOR A BRAND WHO’S ONLY EVER FOCUSED ON ONE HALF OF IT.
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Under Armour has long championed physical strength. But the top competitors know mental strength is what puts you over the edge. So, we created a global 360 campaign that shared this secret with the masses by giving them a look at how the world’s top athletes train their minds while delivering them the tools to train their own.
THE PERFORMaNCE ACADEMY
Stopping at spots wasn’t enough. We wanted to deliver something tangible athletes could access that would let them train their minds like the pros.
So we partnered with renowned sports psychologist Dr. Michael Gervais to create the UA Performance Academy, an online library of science-backed exercises any athlete could use for free.
