BALTIMORE, Aug. 9, 2011 /PRNewswire/ -- Under Armour (NYSE: UA), the leading performance apparel and footwear brand, today debuted the company's largest footwear advertising campaign to-date, entitled "Footsteps," in support of Under Armour's latest footwear collection. The soon-to-be-released footwear line embraces the Brand's performance DNA and infuses proprietary apparel technology into every shoe to help athletes perform their best.
The "Footsteps" campaign was conceived, developed, and produced by Interpublic's twofifteenmccann, an award-winning, San Francisco-based creative agency. The campaign comes to life through the lens of prolific director Peter Berg, who developed the Emmy Award-winning television series Friday Night Lights, and features some of today's most elite athletes including Tom Brady, Cam Newton, Georges St-Pierre, among others. Berg's production company Pony Show Entertainment executed the shoot production.
Under Armour fans will be able to see the 60-second and 30-second commercial spots on broadcast outlets MTV, BET, and ESPN, while online and print distribution will include Facebook, Yahoo! Sports, and STACK Magazine, amongst others. "Footsteps" will also be supported by full takeovers of the Brand's Facebook and YouTube channels, both of which will feature exclusive behind-the-scenes videos of the athletes, commentary from Peter Berg, and exclusive footage of core footwear products.
"The campaign marks an unprecedented step forward for Under Armour footwear, bringing together the highest caliber of talent on both sides of the camera to tell the story of our state-of-the-art performance footwear," said Steve Battista, Senior Vice President, Brand, Under Armour. "We've captured athletes in their authentic training environment, showcasing Under Armour's commitment to performance and innovation in a voice that is unique to the Brand. Our new line of footwear is helping athletes create footsteps, not just hear them."
The signature shoe of the collection is the UA Charge RC, which incorporates a first-of-its-kind technology for Under Armour. The UA Charge RC combines the Brand's proprietary HeatGear® performance materials along with Under Armour's Micro G ® foam for a revolutionary light, yet supportive, shoe to help athletes move faster, rebound better, and play longer.
The new footwear collection will be available at retail nationwide in December 2011; however, consumers will receive an advanced look at the product in October during a limited distribution to select retailers, including City Sports and Dick's Sporting Goods.
Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The Company's products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe. The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam's Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China. For further information, please visit the Company's website at www.underarmour.com.
twofifteenmccann is a creative and strategic agency specializing in media agnostic ideas for brands. Based in San Francisco and part of Interpublic, twofifteenmccann's work is rooted in a philosophy of purposeful creativity. Clients include The Coca-Cola Company, HP, Microsoft Xbox and Under Armour, among others. twofifteenmccann's partnership with McCann Erickson enables the company to deliver creativity at scale. For more information, please visit http://www.215mccann.com.
About Pony Show Entertainment
Pony Show Entertainment EPs, Susan Kirson and Jeffrey Frankel, produce award-winning commercials and integrated projects with a roster highlighted by Peter Berg, Spike Lee, Baz Luhrmann and Jean-Paul Goude, as well as other dynamic commercial and Hollywood filmmakers. Find out more at www.ponyshowent.com.