Under Armour breaks new campaign
Athletic apparel company Under Armour has begun a new Canadian advertising campaign called "Charged Cushioning: Feel Charged." The 60-second television commercial features professional hockey player Carey Price and soccer player Kaylyn Kyle. It promotes the company's line of Charged Cushioning footwear. The creative depicts the athletes training in a way that draws energy from the ground, causing power outages around them.
"We conceptualized this commercial as a way to illustrate the power exchange that takes place with every step in Under Armour's Charged Cushioning," said Matt Shearer, vice-president and managing director of Under Armour. "The first step and every change of direction are explosive and the commercial illustrates that. It also celebrates our athletes' grit, determination and the hard work that goes into competing at the top level."
The commercial will air on Sportsnet and TSN, accompanied by CTV during the start of the National Football League season. It will be supported with digital advertising on Sportsnet, ESPN and the Google banner network.