The Under Armour Finding Undeniable program put out a challenge to every high school in the United States to find out who has the most heart, determination and prowess, on and off the athletic field. Over 900 high schools came to play. They had three months to complete and upload proof of pride and performance by completing 23 challenges and acquiring votes from supporters.

This all played out on a social media charged website. The challenges ranged from uploading a video of students performing an original cheer to featuring the town Mayor speaking on behalf of the school’s 'Undeniability'. Each school’s page became a living scrapbook of their Undeniable spirit. The winning school received over $140,000 worth of Under Armour athletic uniforms, apparel and footwear and claimed the title of the most Undeniable High School in the United States.

To facilitate this contest, the agency built the program from scratch - complete with customisable school pages, user generated content upload capabilities, moderation, leader boards, a point system and vote tallying that ran seamlessly across web, mobile and Facebook. We launched findingundeniable.com on October 4, 2011.

Over 900 high schools from around the country came to play. They completed over 1,300 challenges and rallied over 260,000 votes. By the end of the competition, over 1m students, teachers, administrators and community members had charged into the fray to help their school reach for the title of Under Armour's Undeniable High School. Voting for the finalists ended December 23, 2011 and the winning school was announced January 5, 2012, at midfield during half-time of the Under Armour All-America football game on ESPN.