UNDER ARMOUR - STAYING LOCKED
We partnered athletes with cultural influencers to make things designed to help improve their mental strength and toughness on and off the field. In our biggest edition of the campaign, we worked with Anthony Joshua and his cousin Maulo to develop the walk out song for AJ's next major boxing match. We shot a film that documented the development of it and worked with Maulo to get it right. Anthony Joshua then walked out to the song in front of 70,000 people in Tottenham stadium in a fight against Oleksandr Usyk. Following the fight reached the top five most searched for songs on the UK Shazam charts.
We also worked with DK Metcalf to tattoo a Gorilla on his leg as he prepared for the 100 meter dash and his attempt to qaulify for the olympics.
Episode #1 - Tattoos & Attitude w. DK Metcalf
Episode #2 - Music & Mindset w. Anthony Joshua
Role: Brand Director
