UA GLOBAL FOOTBALL
FRANCHISE BOOT LAUNCH

A part of the campaign to relaunch Under Armour’s Global Football (soccer) category with their next generation of footballers was to feature their updated franchise boot. We achieved this by showcasing the Magnetico within the lifestyle of the athletes, focusing on the style of the boot in the campaign’s visuals and speaking to the functional benefits of the materials and design in the story’s narrative.

Scope of work on this campaign included consulting and analysis on the product category + global football market, strategic positioning, ideation, and creating + producing a campaign that would naturally infuse the product into the story surrounding the lives of the footballers.

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 brand partners.

Launching an updated boot in a crowded international market challenged us to go simple with the campaign, using the tonal color story of the blue training turf to show off its style and the footballers to validate its credibility as an elite performance soccer cleat.

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.