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Under Armour: Will Makes Us Family by Droga5

Agency: Droga5
Date: Sep 2018
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Under Armour is launching the next chapter in its ‘Train’ storytelling with a global campaign called ‘Will Makes Us Family,’ showcasing star and amateur athletes all in various training scenarios.

Training means something different to everyone, but it lays the foundation for performance, no matter your sport or personal goals, says Under Armour. The current campaign is about the hard work and shared purpose that unites those who train in any category.

‘Will Makes Us Family’ shows athletes all over the world, across skill level and body type, all united by a common denominator that got them to where they are today: will. The determination, perseverance and dedication to training makes athletes all family and unites people no matter who they are, where they are from, or what they set out to accomplish. ‘Will Makes Us Family’ is brought to life in its full expression in an anthemic film and through unique athlete pairing films.

Athletes featured in the campaign, alongside everyday athletes, include Cam Newton, ballerina Misty Copeland, skier Lindsey Vonn, golfer Jordan Spieth and Olympic boxer Anthony Joshua.


Agency: Droga5

Client: Under Armour