Under Armour (Spec)

Copy + Art Direction

Under Armour isn't cool anymore. According to Piper Jaffray's semi-annual survey, "Taking Stock With Teens," for the third time in a row Under Armour is the No. 1 brand that upper-income male teens no longer wear. Oof.

Now, Under Armour is for The Athlete That's Earned It. This campaign maintains the athletic intensity that Under Armour is known for while elevating the brand with a sleek, elitist image.

A new gold logo and gold themes throughout the ads play with the idea that gold is the highest level achievement. Now, like a gold metal, Under Armour is something to strive for---something to earn.