Under Armour’s latest global campaign, ‘Will Makes Us Family’, spotlights the brands elite athletes who are united by the grit and grind of training.
Athletes featured in the campaign include quarterback Cam Newton, principal ballerina Misty Copeland, world champion alpine skier Lindsey Vonn, gold medalist and heavyweight boxing champion Anthony Joshua, and champion golfer Jordan Spieth. Each athlete has been featured in a short film that highlights the daily grind of training to get stronger, quicker, and better overall — and the will it takes to do so.
Directed by Joded of PRETTYBIRD with music by Gene Allison, the ‘Will Makes Us Family’ films juxtapose top-tier athletes from different sports with everyday athletes in an effort to show their unwavering will to chase their goals no matter the hurdles. Additionally, several short vignettes show the rare and raw moments of training — it isn’t all triumphs, there is exhaustion, frustration, sweat, and failure.
Releasing alongside the new campaign is the ‘Will Makes Us Family’ UA Training collection that includes Perpetual, Vanish, and Weather Protection products, as well as the FW18 Misty Copeland Signature Collection. All of the pieces are available now at UnderArmour.com.
Check out all of the ‘Will Makes Us Family’ vignettes below and let us know what you think about the new campaign in the comments below.
Source: Under Armour