Under Armour Women’s
I Will What I Want
Campaign Activation ↓
I have to preface this and say that the IWWIW campaign was created and photographed by Droga 5.
Under Armour was also an RTOP client at the time and we were tasked to bring the creative of IWWIW to life. I am extremely thankful to get to work on this project, specifically working on the athletes’ social playbooks + integration + activation. A lot of the content had to be designed, built out, animated, and integrated digitally into UA’s new IWWIW brand hub (a social community where women athletes and athletic women can interact).
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Each athlete would receive a custom box: designed as a matchbook style, revealing the contents below. With a plastic semi-transparent sleeve printed and branded for each athlete. Each would reveal an iPad + gear below it… >
The Athletes
We needed to inform the women athletes of what’s coming and give them a social playbook. UA had also just signed on a new womens’ creative director, and was introducing more feminine and stylish gear. I worked on these curated boxes that each athlete would receive: that would house a customized iPad with scheduled content for athletes to use on social, new UA gear, along with some cool tech.
For example: this was Brianna’s gear: a cool photo lens, perfect for a surf-day merch, and some other tech.
UA was kicking off the campaign with the introduction/addition of Misty Copeland to their top tier athletes, and then announcing several other badass women over the coming months. So we put together a strategy of how these women would interact with each other on social, considering they are all of very different athletic backgrounds.
Some examples of how we converted the photo content per each athlete: Misty (a prima ballerina), Lindsey (pro skier/olympian) and Brianna (pro surfer).
Get the UA Campus Excited
The Newsletter promo.
Kickoff
First we announced Misty joining the UA team:
And then we had the athletes tease the new campaign + social platform launch by tagging each other in posts on the days leading up to the launch.
Day of IWWIW Launch
Under Armour hosted various events at its Baltimore campus for the launch as well as a whole presser with the top tier athletes.
PS. I’m not going to upload all the individual creative content & social calendar (3 months of stuff) + events we got to work on, because you get the idea, but if needless to say it went over pretttttyyyy good.
