BALTIMORE, Sept. 7, 2016 /PRNewswire/ -- Today, Under
Armour (NYSE:UA, UA.C) unveils the newest film from its global
marketing campaign, "It Comes From Below™," featuring reigning MVP
Cam Newton. The campaign first launched in July with a spot
featuring MVP Bryce Harper and followed with a second chapter in
August with UA Running. All three phases of the campaign highlight
footwork as a critical component and skill in every athlete's
arsenal, regardless of sport, and underscores the brand's
commitment to creating footwear that maximizes this performance
tool.
In the newest campaign film, "Prince with 1,000 Enemies," Under
Armour captures the indomitable spirit of Newton, who faces down
seemingly insurmountable odds and obstacles head on, letting
nothing stand in his way on his continued path to greatness.
Narrated by Newton's mother, Jackie
Newton, the film brings this vision to life with a passage
inspired by Richard Adams' classic
children's book, Watership Down, which tells the story of a
brave rabbit who must use all the skills he possesses to lead his
herd. The film likens Newton to this protagonist, "Prince with
1,000 Enemies," as he uses his speed, agility and strength to dodge
falling trees and sprint through a foreboding forest. While he uses
his hands and shoulders to stay upright, the camera is focused on
the explosive power he draws from his footwork that enables him
literally and figuratively to push beyond obstacles standing in his
way.
Newton was intimately involved in the creative process of the
spot, helping to build the atmosphere that symbolizes his personal
and athletic journey. The role of Jackie
Newton as the narrative voiceover adds another deep and
personal layer to the film, epitomizing her role in Newton's life,
and how she continues to be a guiding voice of encouragement and
support.
"I was deeply moved when Under Armour and Cam asked me to be a
part of his new campaign film," said Jackie
Newton. "From an early age, Cam has always shown great
potential as an athlete, as a leader, and in so many other areas of
his life. I am so proud of all that he has overcome and what he has
achieved. It was an incredibly humbling experience to tell his
story and be part of this beautiful film."
"Cam is a transformative athlete with a powerful story fueled by
hard work, perseverance, dedication and will. By shining a light on
Cam's story, his mental toughness and his impact on the game of
football and beyond, we hope to inspire and empower the next
generation of athletes to elevate their game on and off the field,"
said Adrienne Lofton, Senior Vice
President, Global Brand Marketing, Under Armour. "Cam's athletic
journey to excellence starts from below with unrivaled footwork,
and Under Armour is committed to supporting all athletes in their
quest for greatness by creating the most innovative, game-changing
footwear that gives them the edge when they need it most."
"It's no secret that I have faced many obstacles, but my drive
to be the best I can be continues to push me forward," said Newton.
"The campaign film tells my story and shows that I will continue to
work hard to break down barriers. The tagline is perfect because
I've always felt that my game is only as good as the foundation it
was built on. Everything I do on the field is anchored in solid
footwork, with the best footwear, which powers my ability to
perform at the highest level."
From the original performance-driven sweat-wicking t-shirt to
the introduction of UA HealthBox™, the brand's goal has remained
the same – to make all athletes better. Focusing on an important
part of Under Armour's growth story, the "It Comes From Below"
campaign is centered on footwork and highlights the brand's
commitment to creating world-class footwear. "Prince with 1,000
Enemies" features Newton's signature football cleat, the C1N cleat,
which is currently available for purchase online at UA.com,
DicksSportingGoods.com, and Eastbay.com. To shop the C1N and
the full footwear collection, visit UA.com or download UA Shop on
iTunes.
In time for the first game of the 2016 football season, the
campaign, created in partnership with Droga5, debuts with a
television and digital spot featuring Newton. The campaign story
will continue with a number of content extensions on social media.
To follow the "It Comes From Below" story and to learn more about
the campaign visit youtube.com/underarmour and @UnderArmour on
Twitter and Instagram and use #ItComesFromBelow. Download UA
RECORD™ and join our fitness community available on iTunes and
Google Play.
About Under Armour, Inc.
Under Armour (NYSE: UA,
UA.C), the originator of performance footwear, apparel and
equipment, revolutionized how athletes across the world dress.
Designed to make all athletes better, the brand's innovative
products are sold worldwide to athletes at all levels. The Under
Armour Connected Fitness™ platform powers the world's largest
digital health and fitness community through a suite of
applications: UA Record, MapMyFitness, Endomondo and MyFitnessPal.
The Under Armour global headquarters is in Baltimore, Maryland. For further information,
please visit the Company's website at www.uabiz.com.
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SOURCE Under Armour, Inc.