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Under Armour places Andy Murray's personality at the heart of its latest campaign

Andy Murray

As Andy Murray progresses through the US Open Under Armour has taken the opportunity to showcase the more endearing side of his personality which the world rarely has the opportunity to see.

As part of a new digital content series called ‘Murray Meets Murica’ the Rio Olympics gold medallist met with some young stars of the New York Junior Tennis League to learn how to add a New York edge to his game.

Murray’s personality is the driver of the new spot and sees him interact with children while discussing everything from smack talk to pizza and Pokemon Go.

The move reflects Under Armour’s strategy of building a brand around its athletes with content that sheds light on their personality. It represents something of a more traditional approach which has prompted a rethink among its bigger rivals who have been prone to using their stars as platforms from which to relay their brand values.

Eniola Aluko is the latest example of this thinking, the Chelsea and England international is the first women athlete to sign with the brand in the UK and will tell her story of trying to make it as a professional footballer in forthcoming creative campaigns with the brand.

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