To allow your purpose to drive you, you need to teach it how. You need a crystal clear understanding of that purpose and the opportunities for change it presents. UA knew they wanted to make a change for kids who don’t easily have access to sport, but how would this new cause relate to the brand ethos? How would it relate to the UA audience? Here DOMO enters the chat. Using our understanding of the UA brand from decades of previous work, we gathered a team of multi-disciplinary creatives to combine strategy with storytelling to uncover the powerful thread to connect who UA is with who they would become.
Our new brand grammar was forged through an intimate knowledge of UA. Director and Executive Creative Director Andre Stringer set out to “integrate this new purpose with that powerful Under Armour secret sauce, the UA fire that our past work is known for.”
Our process began on the ground, with a deep investigation of real young athletes and the barriers they face to the game. Associate Creative Director Ginger Boyd explains, “We interviewed dozens of young athletes to understand the real issues that make it difficult for them to play sport and we let their experiences define our message.” What we found was a deep love of sport and appreciation for the transformative gift of the game. We added the alliteration, but the sentiment came straight from the athletes.
DOMO brought The Gift Of The Game from its initial strategy through to its first expression on TV, Social, and the UA website, from internal messaging designed to invite the entire Under Armour family into this new expression of the brand, as well as externally, injecting this new initiative into the collective consciousness, powerfully recasting Under Armour as an authentically purpose-driven company.
From ideation to casting to post, from messaging to music, DOMO designed a new way for Under Armour to express itself, connect with consumers and grow the brand. “Sport continues to be one of my foundational influences, and supporting the effort to bring that game-changing opportunity to millions of young athletes is profoundly meaningful to me.” says Stringer. The results speak for themselves, and they are only the first wave. This is a long-term initiative that will continue for years, offering access and opportunity to millions around the globe.