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Woman jogging on the spot at an Under Armour activation event.

The Brief

Deliver Under Armour’s first female-focused training event to drive positive brand sentiment amongst female fitness communities and media across EMEA.

The Strategy

For most women confidence is linked to performance. To help women unleash confidence to boost performance, Under Armour had to show how their product innovations can tackle confidence challenges.

The Execution

Introducing The Active Catwalk event. An immersive event that brought together athletic female communities to help women to train with confidence.

Broken into three sections; a brand presentation, a discussion and workshop, and finally an active catwalk, the event gave attendees insights and tools to help unleash their confidence with Under Armour kit.

Women working out at an Under Armour activation event.

Women working out at an Under Armour activation event.

Reaction

50+ Media and Influencer attendees

200 Pieces of Organic Social Content

132 Pieces of Coverage

Live streamed to 7 markets

Action

+ Online search in women’s range

+ Online brand sentiment around confidence

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