Under Amour + Hyperbolic "CRUSH THE LIMITS"
NEW YORK, Sept. 20, 2018 /PRNewswire-iReach/ -- HYPERBOLIC, an award wining NYC digital agency, is proud to announce the launch of Crush The Limits—the rallying cry for Under Amour's first ever fall/winter Youth Outerwear collection launching today throughout North America. Dimitri Falk, Chief Creative Officer and founder, exclaims: "The goal of Crush The Limits was to capture the swagger of the UA attitude in a way that speaks directly to kids without alienating parents. In short, we wanted something bold and authentic that would break through." HYPERBOLIC was responsible for all aspects of the Crush The Limits campaign including strategy, ideation, art direction, video and photo production.
A CAMPAIGN WITH GRIT
Crush The Limits is about what it takes to be truly GREAT—on and off the field. What is the heart and soul of a champion? Is achieving peak performance something you're born with, or is it the will to grind it out harder than anyone else? The answers: It's all about the swagger, the heart, the discipline, and the humility of what it means to truly Crush It in life!
THE LINE UP
HYPERBOLIC tapped Under Amour's talent network and scoured the Internet to find seven world-class athletes that embody the Crush The Limits ethos. Our criteria: Exceptional talent, a significant presence on social media, and a passionate and humble spirit.
Bunchie Young
@bunchieyoung
2017 Sportskid of the Year; World Record for 100 Meter and Football Champion
Audrey Shin
@skatersumini
Team USA figure Skating Champion
Jesse "The Chosen One"
@jessethechosenone
Junior Olympic Team Consideration
Chloe Shimkin
@cshimkin10
National Soccer Champion
Troy Podmilsak
@troypodmilsak
Freestyle Ski Champion
The Hendrix Twins
@hendrixtwins81645
Top 10 Snowboard Champions
THE DETAILS
Crush The Limits drops on September 20th and will be refreshed over the next six months on all Under Amour owned media platforms, traditional media, POS, events and the athletes' social channels.
THE CREATIVE TEAM BEHIND THE CAMPAIGN
Chief Creative Director
Dimitri Falk
@wearehyperbolic
wearehyperbolic.com
Creative Director
James Raskin
@wearehyperbolic
wearehyperbolic.com
Chief Strategist
Gina Soloperto
gluenyc.com
Photographer
Steven Counts
@stevencounts
stevencounts.com
Videographer
Mack Fischer
mackfisherdp.com
IMAGES & VIDEO
FOR FURTHER INFORMATION
CONTACT: Dimitri Falk, [email protected], 16462013989, Hyperbolic
SOURCE Hyperbolic
iReach LastName, iReachCompany, 111-222-3333, [email protected]
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