“Unlike Any”, Under Armour’s most expansive global women’s campaign to-date, honors the incredible feats of female athleticism in the purest sense, by showcasing women who are beyond compare, elevating them to where they belong ‐ above gender roles, above labels, and above comparison.
The campaign pays tribute to these athletes by pairing each with accomplished spoken word artists to craft poems unique to each athlete’s story. The poems are read by the artists as voiceover on each of the respective films, resulting in powerful odes to celebrate their unwavering spirit and transcendent abilities.
The five films feature the following Under Armour athletes: Misty Copeland, Principal Ballerina; Jessie Graff, Stunt Woman; Alison Desir, Harlem Run Founder; Natasha Hastings, World Champion Sprinter; Zoe Zhang, Actress & Taekwondo Black Belt.
In these films, the camera is at the mercy of the athlete, never still, but constantly rotating and flowing with the poetry – trying to capture what can’t be captured – an ‘unlike any’ performance.
Each hero film has its own unique length sound design and music to highlight each woman’s individual performance, and while these five films serve as the backbone, the campaign was designed for social from the start. Over 110 unique assets for social have been created in order to highlight the many new products and technologies in Under Armour’s FW17 collection.