Under Armour | ColdGear 'Defenders Only'

The Brief

Under Armour wanted to launch their new Coldgear baselayer in Paris, but they didn't want a standard product launch. The goal was to prove the gear works in the cold while connecting with the city's raw, competitive football culture.

The Execution

We headed to the 19th Arrondissement, the home turf of Under Armour athlete and Bayern Munich left back Sacha Boey. We brought Boey back to his roots to host a "Defenders Only" masterclass for young players from his childhood club, Red Star FC.

Instead of a generic training session, we designed a gauntlet of challenges focused on the "dark arts" of defending, aerial duels, tackling, and positioning. The day ended with a high-stakes 1v1 tournament against the UA Next Academy.

The Impact

The authenticity of the location and the "Defenders Only" niche paid off. We secured 14 major hits of UK coverage, including talkSPORT, Copa90, and even the Financial Times. Most importantly, the campaign racked up over 1.7 million views, proving that a hyper-local approach can have a massive global reach.