Under Armour shows the will of training athletes that ‘Makes Us Family’

By Kyle O'Brien | Creative Works Editor

Under Armour


Creative Works article

September 27, 2018 | 3 min read

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,’ by Droga5, 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.

Under Armour Will

Under Armour Will Makes Us Family

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.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

The films give viewers a raw insight into these athletes’ training so you can see the effort and grit they put into perfecting their sport. Training is an often overlooked part of an athlete’s journey to success, but this campaign is Under Armour’s modern expression and celebration of training. It states in a release that training laid the groundwork to support the brand since its inception, and is ultimately the foundation of all sports.

Under Armour will continue its tradition of providing consumers with the world’s best, most innovative performance products with its new line of training gear released along with this campaign – Perpetual, Vanish, Weather Protection and the fall/winter Misty Copeland Signature Collection drop.

Under Armour: Will Makes Us Family by Droga5

By Under Armour

Overall Rating 4/5

Vote now

Content created with:

Under Armour, Inc. is an American company that manufactures footwear, sports and casual apparel.

Find out more

Droga5 is a New York City-based global advertising agency with an additional office in London. The agency works across all platforms including, broadcast, print, digital and social, experiential and out-of-home.

Find out more

More from Creativity

View all


Industry insights

View all
Add your own content +