Training means something different to everyone, but lays the foundation for excellent performance no matter the sport or fitness goal. Under Armour’s DNA is rooted in training and this new global Train campaign, “Will Makes Us Family,” is Under Armour’s modern expression of training and its commitment to empower athletes at all levels to be the best in their game.
The “Will Makes Us Family” films juxtapose premier athletes from different sports with everyday athletes to showcase their common unwavering WILL to chase their goals no matter the hurdles. Viewers are given unfiltered access into these athletes’ training, to observe first-hand the effort that goes into perfecting their sport. This message of inclusivity, of family, is about celebrating the pure power of WILL and the tenacity that is engrained inside every athlete.
Athletes featured in the campaign include:
- Quarterback Cam Newton
- Principal Ballerina Misty Copeland
- World Champion Alpine Skier Lindsey Vonn
- Gold Medalist and Heavyweight Boxing Champion Anthony Joshua
- Champion Golfer Jordan Spieth
The collection of films was created in partnership with creative agency Droga5 and directed by Jodeb of PRETTYBIRD, hand-selected for his ability to capture raw human emotion in a striking way. Each film shares the same music selection of ‘You Can Make It If You Try’ by Gene Allison.
And see the “Will Makes Us Family” UA Training Collection here.
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