In football, one thing unites every player, from the youngest kid to the biggest star: there’s always another challenge to face—another giant to slay—whether it’s to score a first goal, make a roster or defeat the next opponent.

Under Armour’s “Slay Your Next Giant” inspires footballers to never rest on their laurels—to battle and conquer the next giant on their journey.

The last thing any footballer does before taking to the pitch is lace up. So we turned ordinary laces into a canvas that would become a motivational tool, by printing what each player wants to conquer next directly on them.

On SlayYourNextGiant.com, six separate videos (starring six different athletes) play simultaneously, allowing visitors to toggle between athletes without buffering. As the action unfolds, each footballer removes his shoelace, signifying that he’s slain a giant.

Using HTML5 video, JavaScript and WebGL, we created a web experience that showed how all players—from a schoolboy in Brazil to Memphis Depay, Manchester United’s promising young winger—are unified by the desire to battle their next giants.

People were then prompted to share their own giants on a 3D rotoscoped shoelace. Bespoke versions of the website were created to vary depending on users’ geographic locations: the United States, Great Britain, Spain, Brazil and Latin America.

To launch the campaign, we printed laces for Under Armour–sponsored athletes and teams. These athletes then shared their laces and giants on Twitter and Facebook, resulting in a barrage of laces on social media.

Our campaign goal was to establish Under Armour as an authentic voice in football on a global scale, while also providing players with a new motivational tool.

To date, SlayYourNextGiant.com has attracted visitors from 159 different countries. These visitors exceeded all expectations by spending an average of 2:30 interacting with the brand. Users have also created more than 15,000 laces on the site.