Under Armour Debuts New Women's Advertising Campaign and Social Media Platform Brand's Signature "Protect This House. I Will." Campaign Features Multiple World-Class Athletes, Including Olympic Gold Medalist Lindsey Vonn Baltimore, MD - (Sep. 1, 2010) - Under Armour, (NYSE: UA) the Baltimore-based leader in performance apparel, footwear, and accessories, unveiled today the new women's "Protect This House. I Will." campaign. Under Armour will create a multi-channel campaign and a new Facebook page - the first of its kind for the company - that will focus on delivering in-depth content to reach a broad base of female consumers. The online campaign, which consists of multiple :60 and :30 spots, will feature a variety of Under Armour's top female athletes, including downhill skier and Olympic Gold Medalist Lindsey Vonn, soccer phenom Lauren Cheney, and decorated track and field star Monica Hargrove. Adhering to its core values of authenticity and performance, Under Armour will showcase these world-class competitors during their grueling training sessions, while also examining what drives them to be the best. Additionally, these athletes will be featured in a :60 co-gender spot, alongside NBA break-out sensation Brandon Jennings and Olympic Gold Medalist Michael Phelps. The Under Armour Women's Facebook page (www.facebook.com/underarmourwomen) will engage fans with a unique innovative platform that will allow members to create their own team Facebook pages within the Under Armour community. Members can share photos and stats from past games, post information about upcoming events, chat with teammates and interact with other athletes across the U.S. Fans will get a personal inside scoop from Under Armour athletes, be the first to see new styles and designs, receive workout tips, and much more. "Our female consumers are loyal, dynamic, driven and active, and the evolution of the "Protect This House. I Will." campaign demonstrates our passion to connect with our brand fans and create a vibrant community that they can truly call their own," said Adrienne Lofton, Senior Director, Women's Marketing, Under Armour. "We are looking forward to engaging our fans with a backstage pass to the Under Armour brand and becoming a destination for female athletes across all sports." The "Protect This House. I Will" videos will debut today at www.youtube.com/underarmour, with banner ads across a variety of web sites, and multiple online networks including Alloy.com, CW.com, Hulu.com, and MTV.com. The new women's campaign will be highlighted at retail and in print, online and out of home advertisements nationwide. Under Armour will also support the campaign through social media channels including YouTube, direct integration into the athletes' Facebook and Twitter accounts, and the new Women's Facebook page. Additionally, exclusive long-form videos featuring Under Armour's premier female athletes will be uploaded to the brand's YouTube page and Women's Facebook page. The new all-women's and co-gender ads were co-created and co-produced by the in-house Under Armour creative team and emerging creative think tank WMIG (www.wmig.com) and directed by Emmy Award-winning creative production company Shilo (www.shilo.tv). The new campaign provides a glimpse into the vigorous training and personal motivations of world-class athletes. The gritty, intimate athlete portraits captured from various locations ranging from the Denver Police Academy to gyms and sports stadiums in the Northeast, allow viewers to experience the intense workout regimen and recognize what it takes to be an Under Armour competitor. "As a creative group, we have a very strong female contingent, and WMIG and Shilo are in fact certified Women Owned Businesses," said Tracy Chandler, Partner, WMIG and Shilo. "As we continue our collaborations with the immensely talented team from Under Armour, it's especially gratifying to have the opportunity to infuse our own values into innovative marketing solutions like this amazing, ongoing campaign." For more information consumers should visit www.facebook.com/underarmourwomen, and www.underarmour.com. To view the new spots check out www.youtube.com/underarmour.
Client: Under Armour Senior VP Brand: Steve Battista Senior Director, Women's Marketing: Adrienne Lofton Senior Creative Director: Marcus Stephens Art Director: Brian Boring Ideation: WMIG Creative Director: Andre Stringer Writers: Andre Stringer, Clayton Vomero, Nathan Caswell Coordinator: Sheina Dao Executive Producer: Tracy Chandler, Carol Stevens Production Company: Shilo Director: Andre Stringer Director of Photography: Max Goldman Editor: Nathan Caswell Assistant Editor: Hedia Maron Storyboard Artist: Ben Chan Roto/Clean-up Artist: Paul Daniel Producer: Mariya Shikher Line Producer: Jeremy Yaches Head of Production: Julie Shevach Executive Producer: Tracy Chandler Telecine: Company 3 Colorist: Tom Poole Composer - Darrin Wiener Music Mix: Mixed by Supa Engineer DURO for Chairman of the Boards Music Mix Studio: KMA Music Creative Director: Clayton Vomero Sound Design and Final Mix: Echolab Sound Designer/Mixer: Gavin Little Assistant Sound Designer: Joe McHugh Vocal Talent: Andre Stringer, Eric Ogbogu, Spaceman (Demetrius Beaumonte)