UNDER ARMOUR YOU VS. THE YEAR
A strategic approach to fostering a global fitness community through online engagement, a Closed Facebook Group, and physical activations, helping Under Armour connect with runners worldwide.
Global Reach, Local Impact
From 2015 to 2017, I worked on Under Armour’s highly successful ‘You VS the Year’ campaign, a global event with over 1 million participants. I played a key role in developing and managing a Closed Facebook Group, which was monetized and used to engage participants both digitally and through physical Run Crew meet-ups and product seeding.
Results That Speak For Themselves
1M
50%
"Advertising is a craft executed by people who aspire to be artists, but is assessed by those who aspire to be scientists. I cannot imagine any human relationship more perfectly designed to produce total mayhem."
— Luke Sullivan, Hey, whipple, Squeeze This: The Classic Guide To Creating Great Ads