Under Armour Puts the Focus on Laces in its First Global Soccer Campaign

Brand Gave Several Players Their Own Personalized Pairs

By Alexandra Jardine. Published on Sep 22, 2015

Editor's Pick

Under Armour is getting into soccer, and while its first global campaign features some celebrity players, its differentiation from other brands is its focus on something unusual: the players' shoelaces.

The SlayYourNextGiant campaign, by Droga5, stars Memphis Depay of Manchester United, Cameron Carter-Vickers of the Tottenham Hotspur Academy, and various young up-and-coming players from Brazil, Chile, Mexico, and the U.K. It features the tagline "You're just getting started."

The campaign, which comes with its own microsite homes in on the players' laces, what the agency describes as the "item that completes an athlete's ritual before heading into battle."

Under Armour gave its soccer athletes customized laces engraved with a personal goal, each pair representing a new "giant to slay." These can be seen in the 30-second ad, but perhaps more interesting is the social element: as players reach each milestone, they will symbolically remove their laces and replace them with a new pair, sharing their journey on social media channels along the way.

Players have been teasing the campaign by posting their laces on their social channels since the beginning of the season. These additional social storylines feature athletes like Jermaine Jones of the MLS' New England Revolution, Oswaldo Alanis and Jesus Corona of the Mexican National Team, and Gonzalo Fierro of Colo-Colo in Chile.

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Sep 22, 2015
Under Armour
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Group Creative Director:
Tim Gordon
Creative Director:
Rick Dodds
Creative Director:
Steve Howell
Craig Gerringer
Art Director:
Conner Tobiason
Chief Creation Officer:
Sally-Ann Dale
Head of Broadcast Production:
Ben Davies
Executive Broadcast Producer:
Matt Nowak
Head of Interactive Production:
Niklas Lindstrom
Executive Interactive Producer:
Justin Durazzo
Associate Interactive Producer:
Morgan Mendel
UX Director:
Daniel Perlin
Executive Design Director:
Rob Trostle
Global Chief Strategy Officer:
Jonny Bauer
Head of Strategy:
Chet Gulland
Group Strategy Director:
Colm Murphy
Group Strategy Director:
Harry Roman
Senior Strategist:
Candice Chen
Head of Communications Strategy:
Colleen Leddy
Senior Communications Strategist:
Hillary Heath
Head of Data Strategy:
Andrew Tully
Data Strategist:
Anthony Khaykin
Data Strategist:
Annie Corbett
Social Strategist:
Rebecca Russell
Group Account Director:
Julian Cheevers
Account Director:
Brian D'Entremont
Account Manager:
Cory McCollum
Account Manager:
Lucy Santilli
Associate Account Manager:
Scott Bubis
Project Manager:
Monique Lavie
Senior Project Manager:
Courtney Kosup
Director of Technology:
Andy Prondak
Technology Lead:
Michael Mosley
Quality Assurance Engineer:
Yadira Isaac
Director of Integrated Production Business Affairs:
Dianne Richter
Integrated Production Business Manager:
Adam Krasner
CEO & Founder:
Kevin Plank
Exec VP, Global Marketing:
Adam Peake
SVP, Brand Creative:
Steve Battista
SVP, Brand Strategy:
Rick Anguilla
VP, Creative and Design:
Brian Boring
Creative Director, International:
Mark Gonzalez
VP, Global Brand & Sports Marketing:
Peter Murray
Director, Global Football Teresa Oles:
Peter Gansler
Sr. Brand Manager, Global Football:
Doug Vosik
Broadcast Production Company:
Henry Hobson
Diane McArter
Executive Producer:
Robert Herman
Executive Producer:
Carine Harris
Stuart Graham
Hera King
Production Manager:
Polly Hartley
Interactive Production Company:
Active Theory
Executive Producer:
Nick Mountford
Interactive Tech Director:
Michael Anthony
Creative Director:
Andy Thelander
Senior Interactive Producer:
Annie Chen
Editorial Company:
Final Cut
Michael Wadsworth
JD Smyth
Cutting Assistant:
Andre Castiglioni
Executive Producer:
Lauren Bleiweiss
Mackenzie Alexander
Post Production Company:
Significant Others
VFX Producer:
Alek Rost
VFX Artist:
Dino Tsaousis
Audio Engineer:
T. Terressa Tate
Assistant Audio Engineer:
Jesse Carbonaro
Color Collective
Mike Howell
Supervising Colorist:
Alex Bickel
Claudia Guevara
Sound Design / Music:
Sound Design:
Significant Others
Quality Assurance:

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