UNDER ARMOUR
FLEX AS YOU GO
As Under Armour was launching their newest SlipSpeed Mega shoe, which had a flexible heel for chill and non-chill activities, they tasked us to boost awareness and sales to their Gen Z audience.
THE ASK
Under Armour is more known for being about performance, rather than style. What if the SlipSpeed Mega could be the key to unlock multiple worlds demanding both?
THE PROBLEM
Gen Zs are known for their lightning-fast pace of life, where every second counts. They live multiple lives with their drive to switch between being productive and passionate at once.
THE STRATEGY
FLEX AS YOU GO
Show how SlipSpeed™ Mega is ready for you to ‘flex as you go’
about living multiple lives in one day.
FLEX - as in making a statement and flaunting your style, Flex as in flexible dual-function
to switch between SLIP mode and SPEED mode
GO - For people with an active lifestyle, and for the stylish go-getters
We’re connected a generation that juggles more than one life, with the only shoe with two modes.
Our campaign idea heroes the SlipSpeed Mega’s ability to switch between modes, allowing you to go from an activity that’s CHILL (think vibey film photo walks) to one that has NO CHILL (sweating it out at the gym).
The look and feel of our campaign expressed the edge, attitude, and style of our audience.
With a flexible shoe like the SlipSpeedTM Mega, Gen Zs can flex their lives. Literally and figuratively.