Under Armour is massive in North-America but in other parts of the world not necessarily so. In the Middle East it's still behind brands like Nike, Adidas, Puma, Converse and Reebok. Together with Nomads, the brand has started to carve out a position among those brands; Under Armour is for training. More specifically, it's for people who take training seriously, not for those who own a gym pass but hardly ever go. Together with my team I wrote a script to help grow a meaningful connection with athletes in the region. The film was shot in the city of Tripoli in Lebanon, at the abandoned International Fair site designed by Brazilian architect Oscar Niemeyer.
The average interaction rate with the film on Facebook in Saudi Arabia and the United Arab Emirates was 60% compared to an industry benchmark of 25%. On YouTube 87% watched the video completely, compared to an industry benchmark of 60%. The interaction rate was two times higher than the benchmark for sports brands. If you understand your audience deeply, they engage with you strongly.
Shout out to all at Under Armour, Dejavu Films and Nomads, and to the athletes in the film who made this possible. And of course, a big thank you to director Nalle Björn Sjöblad and DoP Passi Pauni. If you listen with your headphones on you'll also catch the beautiful sound design by Mango Jam.
Check out these Behind -The-Scenes images I took.