GothamChopra
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Rush 2019 | Margin of Victory
In 2019, Under Armour launched their most groundbreaking apparel to date: Rush, a mineral-infused fabric that increases blood flow to enhance the wearer’s performance. But in a time when every brand makes every product of theirs sound like a game changer, we needed to convince an indifferent young audience that Rush’s benefits were not only scientifically tested but proven in games on the highest level by our athletes. "Margin of Victory" We launched the campaign with a documentary shot by esteemed director Gotham Chopra that explored how the margins that separate the world’s best athletes are smaller than ever before. During career-defining moments, we followed Stephen Curry, Anthony Joshua and Kelley O’Hara as they searched for every marginal improvement to stay on top. Among the marginal gains was UA Rush performance gear. The film premiered at the UA Rush Performance Lab opening night in New York City on Thursday, May 30. The interactive pop-up experience was a manifestation of the fabric technology in the UA Rush gear and gave consumers a taste of the training exercises UA does with their elite athletes at their human performance centers. Under the Microscope To complement the documentary, we released a series of product-centric spots that, in just 15 seconds, broke down how Rush enhances performance by showing the apparel’s effect on the body at different magnifications. EA Sports collaboration brings Rush in the digital world. To demonstrate Rush’s benefits in an engaging and relatable way, we also collaborated with EA Sports to create a two-month in-game campaign in NBA Live Mobile. During the campaign, players could unlock Rush versions of our NBA star athletes Stephen Curry and Joel Embiid, who had their stats increased to mimic the performance increase Rush gives athletes in real life. The two players could only be obtained by playing through trials inspired by how the Rush technology works.
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