Under Armour You VS the Year
For the first six months of 2016, I spent most of my time working with Under Armour on what they have deemed to be one of their most successful activations of all time. The campaign, You VS the Year, is a digital event to run 1000KM's over the course of 2016. Globally, we have over 1 million participants and growing. Aside from being a part of the strategy behind the event as a whole, I was a key player in the development of the strategy behind the Closed Facebook Group directly associated with the challenge. I have also been the Community Manager of the Closed Facebook Group from launch day to present day. Not only was this one of the first times a Closed Facebook Group had been monetized by a big brand but we also took this group from just being focused on interacting with UA digitally but also activating physically through Run Crew Meet-ups and seeding product.
