Baltimore, MD (PRWEB) October 27, 2011
Under Armour (NYSE:UA), the leader in performance apparel, footwear and accessories, showcased the new UA Micro G® basketball shoe collection and unveiled its 2011 fall basketball campaign, entitled “Are You From Here?” at an exclusive media event at Openhouse Gallery in New York City last night. UA NBA players Brandon Jennings, Derrick Williams, Greivis Vasquez and Kemba Walker all joined the celebration to premiere the campaign, the basketball collection and Jennings’ new signature shoe, the UA Micro G® Bloodline.
The new UA Micro G® Bloodline shoe collection goes on sale on November 4 at ua.com, and at retail stores such as Foot Locker and Finish Line. Inspired by the life story of Milwaukee Bucks point guard Brandon Jennings, each shoe in the collection represents a different stop on his distinct path to the NBA. Jennings changed the game with a unique journey that took him from Compton to rural Virginia to Rome, Italy, where he became the first player to bypass college to play professional basketball in Europe. Retailing for $109.99, the UA Micro G® Bloodline is built with proprietary Micro G® foam for a revolutionary light, yet optimum bounce, and a reflective midfoot strap for lockdown support and to shine when the lights are brightest.
Jennings is one of three UA NBA players to be featured in the “Are You From Here?” creative, which award-winning advertising agency CP + B developed and produced with Under Armour. Walker and Williams also star in the advertising, which puts an unfiltered lens on the dedication to training, never-quit attitude, and love for team embodied by young basketball players that strive everyday to perform better. This is the first campaign the agency has produced for Under Armour since being awarded the basketball account this past summer.
"We continue to be passionate about basketball and our new footwear, and the look, the feel, and sounds of this campaign fit our Brand perfectly,” said Steve Battista, Senior Vice President, Creative, Under Armour. “‘Are You From Here?’ is more than a literal question about where you're from, it's about where you're coming from. It's about what's inside you, what's empowering you to be better every single day."
The multi-faceted campaign will include a 60-second TV spot, an extended long-form video, and a number of 15-second spots for both TV and digital. The creative depicts what it means to train until it hurts, put your faith in your team and come from a place where the game comes first. Shoot locations included legendary gyms Rice High School in New York City and Roman Catholic High School in Philadelphia. The commercials will begin airing on Tuesday, November 1 on ESPN, BET and The NFL Network. Print and digital partners include Complex Media Network, Dime Magazine, Slam Magazine and Pandora. The new advertising will also be available on facebook.com/uabasketball.com.
"The best brand stories are not manufactured. Instead of inventing them, you shine a light on them," said Dave Schiff, Executive Creative Director, CP+B. "Under Armour is a brand with a homegrown ethos of gritty determination that can be shared by athletes around the world. 'Are You From Here?' is both a challenge - do you believe as we believe? - and an invitation to join us if you do."
To bring basketball back to the fans, Under Armour will go on tour with Jennings, Williams, Vasquez and Walker. The athletes will visit three cities along the I-95 Northeast corridor to scrimmage against the basketball players and fans that put the game first. In Baltimore, Philadelphia and New York City the UA athletes will play against three of the country’s top high school basketball programs. The tour is open and free to the public, and a local Foot Locker will host an autograph signing and Q&A session after each game.
For more information please visit facebook.com/uabasketball.
About Under Armour, Inc.
Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The Company's products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe. The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam’s Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China. For further information, please visit the Company's website at http://www.ua.com.