ATLANTA Under Armour Performance Apparel's latest spots broke Saturday on ESPN.
The highly choreographed commercials, created by an in-house team at the Baltimore-based company, borrow from Broadway's Stomp.
Assorted 15-, 30- and 60-second spots revolve around "Max Day," a training-camp ritual in which 30 athletes challenge one another as they work out. In the work, Dallas Cowboys defensive end Eric Ogbogu, the Cincinnati Bengals' Justin Smith and a chorus of muscleheads chant, "We must protect this house." Directed by Ericson Core working with Producer's Video in Baltimore, the spots target males ages 18-24.
The campaign is airing across college football programming on ESPN, ABC and CBS, among others. It will also reach out to music fans Aug. 28 on the MTV Music Video Awards.
Print ads will run in Sports Illustrated, ESPN the Magazine, Men's Health, Maxim, Playboy and assorted football annuals.
The 7-year-old manufacturer claims more than 65 percent of the market for apparel made of moisture-wicking fabrics, according to SportsScanInfo, an athletic-apparel market-research firm. Product lines such as HeatGear, ColdGear, LooseGear, TurfGear, AllSeasonGear and StreetGear are sold at sports retailers.