UNDER ARMOUR TRIES TO ENGAGE RUNNERS IN “IT COMES FROM BELOW” CAMPAIGN
Baltimore-based outdoor apparel giant Under Armour has unveiled the latest chapter in its global marketing campaign, “It Comes From Below,” an exclusive video that captures never-before-seen footage of the brand’s first experiential two-day running event, UA Run Camp: Elevation. In addition, the company has created a new way to engage consumers in this campaign.
Currently, Under Armour is giving runners across the world an opportunity to earn their spot at their exclusive next two-day event, UA Run Camp: The Desert, to be held in a secret location later this fall. In order to win a spot at this one-of-a-kind experience, runners can do the following: 1) post a photo of themselves before, during or after a run, or, 2) socially share completed runs through Under Armour’s MapMyRun® or Endomondo® applications, and 3) include a statement that explains why they deserve the chance to attend the event with the hashtag #earnyourspot. Some entrants may receive a pair of the company’s premier running shoe, the UA Charged Bandit 2 (which is currently available on UA.com and UA Shop for $99.99).
Says Bryan Offutt, vice president, Global Brand Management at Under Armour: “This campaign chapter highlights not only these typically urban runners out of their comfort zone, but transcends beyond this group, connecting with runners around the world to say ‘we see you, we know what you’re doing and what it takes, and we have what you need to be the best on the roads, trails and beyond.'”
For full entry details, visit www.underarmour.com/en-us/run-challenge.
