Droga5, Under Armour Tackle Soccer

By Erik Oster Comment

Droga5 launched a new campaign for Under Armour called “Slay Your Next Giant” that finally sees the apparel company taking on soccer.

Aside from its foray into a new sport for the brand (which is almost a bit hard to believe they haven’t covered yet), the spot stakes out very familiar territory for Under Armour. In other words, Droga5 created another inspirational sports anthem for the brand. “This one, it was a battle…” the voiceover begins at the start of the spot. But while you may have won this time, the spot reminds viewers “Don’t pat yourself on the back, you’re just getting started.”

Visually the ad focuses on players lacing up, the last step before heading onto the field for the match. Players have been teasing the campaign with images of their laces since the beginning of the season and, in addition to the 30-second broadcast spot, the campaign also includes a social element featuring stars such as the New England Revolution’s Jermaine Jones, Oswaldo Alanis and Jesus Corona of the Mexican National Team, and Gonzalo Fierro of Colo-Colo in Chile. The inclusion of the later players gives the campaign more of an international appeal than the brand’s typically more domestically minded efforts.

Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Tim Gordon
Creative Directors: Rick Dodds; Steve Howell
Copywriter: Craig Gerringer
Art Director: Conner Tobiason
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Executive Broadcast Producer: Matt Nowak
Head of Interactive Production: Niklas Lindstrom
Executive Interactive Producer: Justin Durazzo
Associate Interactive Producer: Morgan Mendel
UX Director: Daniel Perlin
Executive Design Director: Rob Trostle
Global Chief Strategy Officer: Jonny Bauer
Head of Strategy: Chet Gulland
Group Strategy Director: Colm Murphy
Group Strategy Director: Harry Roman
Senior Strategist: Candice Chen
Head of Communications Strategy: Colleen Leddy
Senior Communications Strategist: Hillary Heath
Head of Data Strategy: Andrew Tully
Data Strategist: Anthony Khaykin
Data Strategist: Annie Corbett
Social Strategist: Rebecca Russell
Group Account Director: Julian Cheevers
Account Director: Brian D’Entremont
Account Manager: Cory McCollum
Account Manager: Lucy Santilli
Associate Account Manager: Scott Bubis
Project Manager: Monique Lavie
Senior Project Manager: Courtney Kosup
Director of Technology: Andy Prondak
Technology Lead: Michael Mosley
Quality Assurance Engineer: Yadira Isaac
Director of Integrated Production Business Affairs: Dianne Richter
Integrated Production Business Manager: Adam Krasner

Client: Under Armour
CEO and Founder: Kevin Plank
Exec VP, Global Marketing: Adam Peake
SVP, Brand Creative: Steve Battista
SVP, Brand Strategy: Rick Anguilla
VP, Creative and Design: Brian Boring
Creative Director, International: Mark Gonzalez
VP, Global Brand & Sports Marketing: Peter Murray
Director, Global Football Teresa Oles: Peter Gansler
Sr. Brand Manager, Global Football: Doug Vosik

Broadcast Production Company: Furlined
Director: Henry Hobson
President: Diane McArter
Executive Producer: Robert Herman
Executive Producer: Carine Harris
DOP: Stuart Graham
Producer: Hera King
Production Manager: Polly Hartley

Interactive Production Company: Active Theory
Executive Producer: Nick Mountford
Interactive Tech Director: Michael Anthony
Creative Director: Andy Thelander
Senior Interactive Producer: Annie Chen

Editorial: Final Cut
Editor: Michael Wadsworth
Editor: JD Smyth
Cutting Assistant: Andre Castiglioni
Executive Producer: Lauren Bleiweiss
Producer: Mackenzie Alexander

Post Production: Significant Others
VFX Producer: Alek Rost
VFX Artist: Dino Tsaousis
Audio Engineer: T. Terressa Tate
Asst Audio Engineer: Jesse Carbonaro

Color: Color Collective
Colorist: Mike Howell
Supervising Colorist: Alex Bickel
Producer: Claudia Guevara

Sound Design / Music: Plan8
Sound Design: Significant Others

Quality Assurance: Enzyme