
Under Armour
Making Running a Breeze with the Infinite Pro Breeze
Influencer, Social
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).
We brought them in for the full VIP treatment,
let them test run the shoes their way…
and then sent them on their way to run the show — go on a route that put what they were passionate about at the centre of it!
The stats they clocked sure got the clients’ and our hearts racing.
But the home run was the comments section blowing up with the biggest show of approval and support for our new Pro-Running Ambassadors, and throngs inspired by their personal journeys to pick up a pair of shoes and follow in their footsteps.
@zakiv4
1,231,017
13,910
115
1,158
319
Reach
Likes
Comments
Shares
Saves
@preetipls
716,859
4,563
71
1,466
140
@runnerkao
1,818,672
48,733
508
5,312
3,733
We put Under Armour and running in the same sentence for so many, in the best way.