Under Armour has launched its latest nationwide campaign running across retail, social, digital and out of home channels, kicking off with a photocall on the river Thames that saw ambassadors’ shirts ‘ripped’ to reveal the brand’s baselayer.
Under Armour athletes Jamie Roberts and Jamie Cudmore – who will represent Wales and Canada respectively at the upcoming Rugby World Cup - accompanied the containers down the Thames, as the brand delivered a shipment of Armour baselayer product to London.
The 30m long vessel transported an image of Wales players Jamie Roberts and Leigh Halfpenny, accompanied by fellow home nations representatives James Haskell (England), Jordi Murphy (Ireland), Drew Mitchell (Australia) and Cudmore, displayed across eight shipping containers.
As it passed down the Thames and under Tower Bridge, the mural - which originally showed the players in country colours - was ripped to reveal the Armour baselayer.
Welsh centre, Jamie Roberts, said: “It’s amazing to see yourself on the side of a 20ft high container but, that’s Under Armour, they don’t do things by halves. I’ve worn Under Armour baselayer for years, and they’ve powered me through the biggest challenges I’ve ever had to take on, when I’ve needed to put in my top performances.
“Under Armour always does the job right when it comes to our kits. Many of my Welsh teammates are now head-to-toe with the brand and that’s because of the innovative technology that Under Armour consistently delivers to athletes around the globe.”
Following the news that brand ambassador Leigh Halfpenny would be missing the Rugby World Cup through injury, Under Armour director of marketing EMEA, Christopher Carroll, added: “We are a proud partner of Leigh, today and for the future, he’s a world class kicker. What we’ll do now is prepare him for the comeback and telling that story. We’ve done that in the past with Lindsey Vonn (skier), so whilst it’s a significant blow for Leigh, the WRU, the fans and Under Armour, we can’t wait for the opportunity to tell his comeback story.”
As part of the launch, Under Armour is pushing a social campaign to encourage fans engagement through a series of challenges hosted at www.earnyourarmour.com, starting Monday 14th September.