Cannes Lions

Armour Up

FELA, Toronto / UNDER ARMOUR / 2024

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Overview

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Credits

Overview

Background

As follow up to Under Armour’s relaunch of “Protect This House,” the brand was looking to strengthen its connection with women athletes. The Women’s World Cup was a moment to represent their competitive drive. Instead of having others tell them what they can or cannot do, female athletes want their grit and game to do the talking. To inspire female athletes on the biggest sports stage of the year, we had to speak their language and bleed authenticity.

The World Cup is when teams turn up their toughness and intensity, battling for their squad, nation—and house. This battle inspired “Armour Up,” an entirely original track and music video that paired footballers Kelley O’Hara and Alex Greenwood with two female artists—one from the United States and one from England, trading lyrics to unapologetically showcase their energy and attitude.

Idea

The 2023 Women’s World Cup is bigger than sport. It’s culture and entire countries going head to head on the world’s biggest stage. Under Armour voiced this battle through the original track ‘Armour Up.’ A full length music video starring two players from two elite teams; Kelley O’Hara from the USA and Alex Greenwood from England on a collision course for the cup. We let the battle unfold lyrically using two female rappers, Gavlyn from the USA and Nadia Rose from England. The music video was directed by Kat Weber, creative directed by Karena Evans, filmed in the very streets of New York City and Manchester, England, featuring generations of future female footballers. ‘Armour Up’ captures female power and sport like never before.

Strategy

In a category where most sports brands were telling women athletes how good they can be, no brand was celebrating how badass they have always been. Research showed that women athletes found being recognized for their hard work was twice as motivating than being recognized as a woman athlete. Which led us to the insight: Women athletes aren't defined by media, social chatter, or news - they are defined by their grit and game.

Execution

The pitch is illuminated as two female artists face off in an arresting opening visual, Gavlyn from the US and Nadia Rose from the UK, each representing athletes and their countries, and the houses they are protecting. As we’re introduced to the players, a rap battle between US hip hop and UK grime unfolds, emulating the intensity of the competition while showcasing each athlete's dedication to the game and their communities that are filled with future generations of women soccer stars. An original music track depicting the mental and physical preparation leading up to the toughest competition of the year, the Women’s World Cup, is brought to life in a visually stunning dance of fire and ice.

Outcome

1.3M Collective video views from all organic videos

37.2k Totals engagements from 13 unique organic social videos

14% Lift in Gen Z brand affinity from Q2 to Q3

Song premiered on multiple playlists including New Music Friday in the UK

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