Under Armour | Comerse al Rival

The Brief

Ahead of El Clásico, Under Armour wanted to announce their newest Barcelona signings- Ferran Torres, Fermín López, and Marc Casadó. The brand wanted a PR campaign that leant into it's under dog energy.

The Execution

We brought the three players to a gritty, traditional Spanish bodega for a photo shoot titled ‘Comerse al Rival’ - a popular phrase meaning to ‘eat up your rival.’ It was a playful, local jab at their opponents Real Madrid, with all dishes being traditional Madrid favourites

We hand-picked renowned photographer Lou Escobar to capture the series, ensuring the aesthetic felt more like a fashion editorial than a sports ad and created content for social.

The Impact The authenticity of the shoot resonated far beyond Barcelona. The campaign cut through the pre-match noise, amassing over 3.6 million views across 42 pieces of coverage. By hitting the right cultural touchpoints, we landed spots in Rising Ballers, Footballer Fits, and Copa90, umongst others.