UA GLOBAL FOOTBALL
LIFESTYLE

Contracted as the managing studio to strategically build a brand position for the advertised identity of the Under Armour Global Football (aka soccer) category in a highly competitive international sport market. The identity was developed in the US and the campaign was captured in the UK featuring product and lifestyle moments in the lives of young, ambitious UA sponsored footballers prior to the start of their season in the English Football League system. Broadcast was primarily digital on social + e-commerce channels for a domestic and international audience.

 
 
MAWKO-Services-UAMensGolf 2.png
MAWKO-Services-UAMensGolf 3.png
 
 
KevinKorn+UAGlobalFootball-001.jpg
 

Scope of work included consulting with the internal team on the past, present and future positioning of the category; strategic analysis of the global market; campaign ideation, identity evaluation + design; and all organizational production needed to execute the campaign from concept through to final asset delivery. This project was a passion project that allowed our studio to collaborate closely with the internal team at UA, as well as take the lead on creating, capturing and delivering all the assets for a powerful digital campaign.

 
KevinKorn+UAGlobalFootball-002.jpg
KevinKorn+UAGlobalFootball-003.jpg
 

UA branded product was featured on the footballers living their lives off the pitch with friends, training away from their clubs, and enjoying life as young determined elite athletes.

 
KevinKorn+UAGlobalFootball-004.jpg
KevinKorn+UAGlobalFootball-006.jpg
 
KevinKorn+UAGlobalFootball-005.jpg
 
 

Positioning the global football brand away from market competition and closer to the target audience allowed the athletes’ authentic personality to shine in the campaign narrative.

 
KevinKorn+UAGlobalFootball-0011.jpg
KevinKorn+UAGlobalFootball-0013.jpg
 
KevinKorn+UAGlobalFootball-0012.jpg
 
 

The campaign was designed with multi-purpose intent to solve omni-channel activation needs and consistency across print, retail, and digital by UA and their partners.

 
KevinKorn-UAGolf-Boys-006.jpg
KevinKorn+UAGlobalFootball-008.jpg
 
KevinKorn+UAGlobalFootball-0010.jpg

Rather than focusing on organized team training on the pitch the entire campaign, the strategic approach to show the real lives of these young footballers provided an opportunity to highlight the small-sided training that all young athletes join together with friends for.

 
KevinKorn+UAGlobalFootball-0018.jpg
KevinKorn-UAGolf-Boys-004.jpg
KevinKorn+UAGlobalFootball-0021.jpg
KevinKorn+UAGlobalFootball-0020.jpg
 

Teams are diverse, yet the successful ones all have one thing in common - a shared determination for greatness and doing what is needed (and then some) to achieve that… no matter how old you are.

 
KevinKorn+UAGlobalFootball-0016.jpg
KevinKorn+UAGlobalFootball-0014.jpg
KevinKorn+UAGlobalFootball-0015.jpg

The images shown above are a small selection of the final assets used by the brand across their omni-channel network (in-store, online, digital, & print). To see more of this work, please contact us directly.


All photography shown is © Kevin Korn 2023.