Spikes Asia

Under Armour Second Chance Athletes

BLUEFOCUS, Shanghai / UNDER ARMOUR / 2024

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Overview

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Overview

Background

These are young people between the ages of 12 and 22 who have a certain level of ability, strong desire for sports, and hope to improve their athletic performance. They aspire to become professional athletes but are unable to achieve their goals due to certain obstacles.

As a brand that is widely recognized for its dedication to sports, UNDER ARMOUR aims to inspire people to pursue their passion for sports. We firmly believe that everyone has the birthright to engage in sports, which is why we launched a series of training programs specifically designed for young athletes during China's back-to-school season. Our goal is to help break down barriers and enable more talented young athletes to participate in the sports they love.

Idea

Those who truly love sports know that it is not an easy task. It cannot be fully appreciated by just watching athletes sweat and train hard on the screen. Data and training plans are their most genuine experiences. WeChat groups are unique to China and serve as the most direct communication channel between brands and consumers. We established different WeChat groups based on different sports and invite the most promising young athletes to join as our future program targets. We communicate with them in real-time and release relevant information within the groups, allowing them to be the first to know about UNDER ARMOUR 's future plans.

Strategy

Visiting universities, high schools, and conducting survey reports to analyze the current status of youth sports in China. Our aim is to understand the challenges they face and identify the obstacles that prevent them from pursuing sports. We will then implement various programs tailored to different age groups, including high school students, college students, and young adults.

Execution

We search for young athletes who show potential and talent, showcase their abilities through their personal stories and training data. This not only highlights their capabilities, but also encourages other talented young athletes to join UA NEXT.

In the next 10 to 15 years, UA NEXT will remain an ongoing program, providing more and more opportunities for young athletes outside of traditional systems to pursue professional careers in sports. So far, the program has successfully selected a total of ten young athletes through its four initiatives, all of whom will receive further evaluation and training at the UA HUMAN PERFORMANCE TEAM in the United States. In 2023, the program gained recognition from universities in Guangzhou, leading to the establishment of a College Women's Football league.

Our determination has also caught the attention of local governments, who have expressed their support and even formed partnerships with us.

Outcome

With a total exposure of 800 million, the campaign reached over 100 million teenagers, and 1.8 million young athletes showcased their talents on social media. Over 1 million young athletes participated in various events, such as the Youth Golf Championship, College Women's Football Showcase, Zhu Ting Training Camp, and Youth 3-on-3 Basketball Tournament. We selected 10 talented young athletes as potential candidates for further development. As a result, UNDER ARMOUR has transformed from a fitness brand to a true sports brand in China, helping more and more talented young athletes reach higher levels of sports competition.

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