Droga5 Sticks the Landing in Latest Work for Under Armour

By Erik Oster 

Droga5 launched a new campaign for Under Armour with a 90-second spot featuring Team USA Women’s Gymnastics.

The spot eschews any kind of voiceover, instead relying on the impressive moves of the gymnasts (while training in Under Armour gear, naturally). At the conclusion of the spot, the tagline “It’s What You Do In The Dark That Puts You In The Light” appears onscreen, meant to illustrate how much hard work the athletes put in to get to the big stage. And while viewers are used to gymnasts’ perfectly crafted routines in performances, the ad shows the toughness, grit and determination it takes to get there, which gels nicely with previous campaigns and the brand’s core message. A second spot in the campaign, featuring Dutch football star Memphis Depay similarly focuses on the athlete’s intense training and a third ad next month will star American swimmer Michael Phelps

“As a company built by athletes, we truly understand an athlete’s never-ending quest to reach greatness, and we want to showcase and honor their sacrifices,” Under Armour senior vice president of global brand marketing Adrienne Lofton said, in a statement. “By providing this peek behind the curtain of our athletes’ lives, we hope to inspire young athletes all over the world to push beyond their perceived limitations in order to achieve their ultimate goals. We truly believe it’s what athletes do in the dark, when no one is watching, that ultimately puts them in the spotlight they deserve.” 

Client: Under Armour
Campaign: It’s What You Do In The Dark, That Puts You In The Light
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: David Droga
Group Creative Director: Tim Gordon
Creative Director: Alexander Nowak, Felix Richter
Copywriter: Toby Treyer-Evans, Laurie Howell
Art Director: Toby Treyer-Evans, Laurie Howell
Design Director: Cynthia Ratasbouth
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Executive Producer: Adam Perloff
Head of Interactive Production: Niklas Lindstrom
Head of Art Production: Cliff Lewis
Senior Art Producer: Julia Menassa
Senior Print Producer: Alyssa Dolman
Retouching Studio Manager: Michelle Leedy
Retouchers: John Ciambriello, Peter Gibson
Designers: Jennifer Lally, Tessa Modi
Head of Communications Strategy: Colleen Leddy
Global Chief Strategy Officer: Jonny Bauer
Head of Strategy: Chet Gulland
Group Strategy Director: Harry Roman
Brand Strategist: Candice Chen
Senior Communications Strategist: Hillary Heath
Group Account Director: Julian Cheevers
Account Director: Brian D’Entremont
Account Manager: Jordan Cappadocia
Associate Account Manager: Scott Bubis
Project Manager: Courtney Kosup, Connor Hall
Client: Under Armour
CEO and Founder: Kevin Plank
CMO: Kip Fulks
SVP, Global Brand Marketing: Adrienne Lofton
SVP, Global Brand Creative: Steve Battista
VP, Global Creative and Design: Brian Boring
SVP, Global Brand Strategy: Rick Anguilla
Sr. Director, Global Brand Marketing: Jasmine Maietta
Director, Integrated Campaign Planning/Global Operations: Teresa Oles
SVP, Global Communications: Diane Pelkey
VP, Media: Steve Sommers
Production Company: Epoch Films
Director: Martin de Thurah
DOP: Kasper Tuxen
Executive Producer: Melissa Culligan
Producer: Michaela Johnson
Editorial: Stitch/Cartel
Editor: Leo Scott
Post Production: Blacksmith
Sound Design: String and Tins / Q Department
Mixer/Sound Editing: Chris Afzal
Photographer: Thomas Prior