Under Armour wants you to flex as you go in new campaign

Under Armour is flexing its street style to appeal to Gen Zs in its latest "Flex as you go" campaign.

The campaign comes as the sportswear brand launches its SlipSpeed Mega shoe to appeal to fashion-conscious streetwear-lovers and up-and-coming culture shapers, rather than the classic athlete audience it usually speaks to. 

The full-funnel campaign aims to drive sales for the new shoe, as well as showcase how the SlipSpeed Mega can goes beyond fitness-related activities for the youthful and active consumer. 

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"With the launch of SlipSpeed Mega, we’re excited to introduce a shoe that speaks to consumers’ needs with its innovative dual-mode design," said Rachel Wong, marketing manager, south APAC, Under Armour. 

"With one shoe, they can go from hitting the gym rack with 'speed' mode, to picking up the post-gym smoothie in 'slip' mode," added Wong. 

The campaign was created in collaboration with VaynerMedia across strategy, creative and media to develop content that effectively capture audience attention across all touchpoints. 

"Flex as you go" runs across seven markets in the APAC region and is brought to life through campaign assets in stores, content creators, pop-events, creator-led exhibitions and more. 

"Our 'Flex as you go' campaign draws inspiration from the innovative SlipSpeed Mega shoe, which effortlessly switches between slip-on and sporty modes with just a flip of the heel. Much like the shoe, our audience leads dynamic, hybrid lives, seamlessly juggling multiple tasks and passions," said JY Lay, group creative director, VaynerMedia APAC. 

"We’ve reflected this in our execution, showcasing how the shoe bridges different worlds while capturing the flexible, confident, and undeniably cool spirit of our audience. We also love working with our collaborative clients at Under Armour, who go all in and are super engaged with the team," added Lay. 

Earlier in March, Under Armour’s AI-powered commercial with boxer Anthony Joshua became a topic of debate for allegedly reusing the work of others without proper credit.

The monochrome commercial takes audiences on a journey through Joshua’s mind and features the desert landscapes of Saudi Arabia inspired by the poem “Ozymandias”, according to director Wes Walker, who posted the ad on his Instagram.

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