In April 2024, Under Armour had some serious new running shoes they were bringing to market.

Hello momentum-propelling pillows and cooling system for your feet! The hurdle in the way of their spanking launch? It was barely on the radar for serious runners who didn’t see Under Armour as a brand for shoes. Let alone, running shoes (we fact checked this and indeed, there wasn’t a single pair of Under Armour shoes plying our office floors).

Well, many competitors had these capital-R Runners covered anyway. It was the I-can’t-miss-the-bus, I-hate-2.4KM and what’s-for-supper runners that we set our sights on. So, we shot higher and made them go pro-running with Under Armour’s Infinite Pro Breeze instead! Because put what you love with shoes that make running a breeze, and even the most unserious runners would want to get on their feet.

To do this, we completely redefined what Pro-Running Ambassadors looked like. Rather than Shanti Pereira and The Rock (we love them still), we sent contracts to a hardcore food judger (@zakiv4), a top lover girl (@preetipls) and West side’s #1 family man (@runnerkao).