Going Faster on Race Day with UA & The Running Channel
Despite low awareness in the category, Under Armour produces exceptional quality footwear for runners. Our job was clear: to get runners to respect UA’s offering and seriously consider it for their next race day shoe. With the launch of their new ‘super shoe’ , Flow Velociti Elite, we were tasked with creating a campaign to drive credibility with core runners, and land their “go faster on race day” messaging.
The high price point of the shoe and the niche audience appeal called for a different approach. Although awareness was key, relevant awareness was more important than ever to drive consideration and conversion. We partnered with social publisher ‘The Running Channel’ who allowed us to talk at length about the product in a way that core runners understood and respected.
Fronting the campaign was the CEO, and ex GB Olympic track athlete Andy Baddeley, adding the additional credibility we were looking for. Co- presenter Mo committed to attempting to run a PB, under sub- 3-hour marathon in the shoe itself to prove that they ‘make you go faster on race day’, making the 3 hour marathon relatable and achieving a new personal best more personal.
The campaign was brough to life via all social channels, including podcast and live event, giving people different touchpoints to interact with our storytelling and seamlessly interwoven product information.
Unprompted brand awareness (that UA makes running shoes) doubled as a result of the campaign, and we saw a 75% increase in UA being considered the first choice preference for footwear overall helping to demonstrate that we were very well targeted with our approach and messaging.