Under Armour is a powerhouse in North America, but in regions like the Middle East, it’s still playing catch-up to brands like Nike, Adidas, Puma, Converse, and Reebok. However, alongside Nomads, the brand has started carving out a distinct space: Under Armour is for serious training. It's not for casual gym-goers but for people who take their training seriously. To strengthen this connection with regional athletes, my team and I crafted a script aimed at building a meaningful rapport.
The film was shot in the striking setting of the abandoned International Fair site in Tripoli, Lebanon, designed by renowned Brazilian architect Oscar Niemeyer. The gritty backdrop perfectly complemented the ethos of dedication and hard work that Under Armour embodies.
The results? On Facebook in Saudi Arabia and the UAE, the film achieved a 60% interaction rate, far surpassing the industry benchmark of 25%. On YouTube, 87% of viewers watched the video in its entirety, compared to the 60% industry standard. Engagement was more than double the benchmark for sports brands. When you understand your audience deeply, they respond powerfully.
A huge shout out to the teams at Under Armour, Dejavu Films, and Nomads, as well as to the athletes who brought the story to life. Special thanks to director Nalle Björn Sjöblad and DoP Passi Pauni for their vision. And don’t miss the stunning sound design by Mango Jam—it’s a must-listen with headphones on!
Check out these Behind -The-Scenes images I took.
