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

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.

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 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.

Overall Rating
4/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.