Elevating Under Armour’s Social Presence Through Athlete-Driven Content
While at We Are Social, I had the opportunity to create social campaigns for Under Armour US and Under Armour Women, shaping the brand’s digital presence with a focus on authenticity and community. Rather than relying on traditional studio shoots or stock footage, we worked directly with Under Armour’s extensive network of athlete creators. By briefing these athletes to capture content that felt genuine and true to their own training routines, we created a deeper connection between the brand and its audience.
I developed tailored campaigns that spoke to specific communities by understanding their unique worlds, from fitness enthusiasts to elite athletes, and finding the intersection between their needs and Under Armour’s brand goals. We didn’t just create content—we developed stories that resonated across different cultures, languages, and training styles.
In addition to seasonal campaigns, I spearheaded content for Under Armour-sponsored events, ensuring a cohesive and impactful presence across social platforms. From global events like the All Out Mile to in-the-moment activations, we made sure the brand’s voice remained consistent, fresh, and inspiring, all while empowering athletes worldwide. The hands-on collaboration with Under Armour offered endless opportunities to push creative boundaries and make real, tangible connections.
CONCEPT DEVELOPMENT, CREATIVE BRIEFS, SOCIAL CAMPAIGN STRATEGY, COMMUNITY RESEARCH, CONTENT DIRECTION, EVENT BRANDING, CROSS-PLATFORM CONTENT CREATION, CONTENT CREATOR DIRECTING
WHERE IT WAS FEATURED:
Under Armour’s social media channels
Workout Challenge Filter
I concepted and executed an interactive Instagram filter for Under Armour, designed to enhance engagement and provide value to followers. These were designed in Illustrator and developed in Spark AR to ensure seamless functionality on Instagram. To maximize impact, we activated Under Armour’s influencer network, having athletes use the filter while sharing their inner monologue during workouts. This approach not only encouraged participation in a workout challenge but also provided followers with expert insights and training tips—making the content both interactive and informative.
Global Social Hype Promo:
All Out Mile
I created a high-energy promotional video for Under Armour’s All Out Mile, a global event that challenged runners worldwide to push their limits using the MapMyRun app. From the U.S. to Thailand, the Philippines, England, and beyond, athletes of all levels trained, competed, and shattered their personal bests—all while engaging with Under Armour’s digital running community. The video built excitement across social media, driving awareness and participation by showcasing the power of competition, technology, and global connection. The All Out Mile wasn’t just a race—it was a movement that united runners worldwide through MapMyRun.
Personal Records: Music That Moves Us
Running and music are deeply connected—both are about rhythm, motivation, and personal journeys. Personal Records is a series that takes viewers inside the minds (and playlists) of Under Armour athletes as they hit the pavement, trails, and treadmills. Each episode follows an athlete on their run while showcasing the music that fuels their movement. From 90s pop for fun runs to rock and metal for pushing through tough moments, every playlist tells a story. Athletes share their personal connections to music, explaining how different genres set the tone for various runs—whether it’s an easy jog, a tough training session, or a reflective long run. The series also highlights community-driven running experiences, like the Black History Month tour, where music and movement merge to honor history and resilience. At the end of each episode, viewers are invited to explore the athlete’s full playlist on Spotify—because every run deserves the perfect soundtrack.
Under Armour x TransRockies
For Under Armour’s coverage of the TransRockies Run, I created a series of video edits following four UA athletes through the grueling six-day, 120-mile trail race. Using POV footage and athlete commentary, I crafted dynamic recaps capturing their experiences on the trail and insights on the challenges ahead. The design was intentionally lo-fi, mimicking the look of a personal post so that when someone scrolled past, it felt like a friend sharing their adventure—not a polished brand campaign.
Virtual Training Diaries:
Boston Marathon
This social video series follows elite runner Matt Llano as he trained for the Boston Marathon. Through his virtual training diary, we gave viewers an inside look at his preparation—from gearing up for winter runs in Flagstaff to his post-run recovery routine and mental strategies during race week. By blending personal insights with practical training tips, the series felt authentic and engaging for both competitive runners and everyday athletes.