Under Armour (UA) has dedicated immense effort to creating an extraordinary campaign that truly embodies its core values. Their unwavering support for athletes’ improvement is fuelled by the internal qualities of determination, grit, and hard work, which ultimately lead to genuine success. The resolute mindset displayed by Under Armour is undeniably inspiring.
The unique selling proposition (UPS) is spot-on, but they need a line that exudes true grit. A line that motivates you to rise early in the freezing cold at 3 am and push through obstacles like a force colliding with a brick wall. A line that drives you to dig deep even in pouring rain and zero-degree temperatures. However, they don’t want to solely discuss “the work”; Under Armour urges you to actually engage in it and this is what defines UA. They are not focused on superficial, polished, finished products. Instead, they prioritise the sweat and toil that comes from hard graft. What do the words Grind Now. Glory Later mean? They encompass the relentless repetition of hard work and embodies the blood, sweat, and tears of training.
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Be Imperative with Under Armour
This serves as a call to action. Every piece will encourage people to grind, from the compelling copy and captivating content to the immersive context. Action is the only fitting reaction.
Under Armour Values Authenticity
Under Armour calls on you to remain 100% authentic. They aim to deliver truth-bomb insights and embrace unpretentious craftsmanship. The intention is not to appear natural and raw but to strive to be genuinely real and raw.
Effortlessness
Refuse to let your work feel like a burdensome task. No contrived, overdone ideas or overly macho headlines. The effort here will derive solely from the grind itself.
Relentlessly Tough
UA is urging you to grind! We need you to show up and challenge yourself to grind in the most challenging places and moments where you are least inclined to do so.
Discover more at www.underarmour.co.za
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