Under Armour
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.
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.
Building a Movement, Not Just a Campaign
Building a Movement, Not Just a Campaign
‘You VS the Year’ wasn’t just a fitness challenge, it became a global community. Through social engagement, exclusive digital content, and local run meetups, we inspired runners to commit, connect, and come back week after week.
‘You VS the Year’ wasn’t just a fitness challenge, it became a global community. Through social engagement, exclusive digital content, and local run meetups, we inspired runners to commit, connect, and come back week after week.
‘You VS the Year’ wasn’t just a fitness challenge, it became a global community. Through social engagement, exclusive digital content, and local run meetups, we inspired runners to commit, connect, and come back week after week.
‘You VS the Year’ wasn’t just a fitness challenge, it became a global community. Through social engagement, exclusive digital content, and local run meetups, we inspired runners to commit, connect, and come back week after week.
One Event, Global Reach
One Event, Global Reach
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.
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.
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.
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
Results That Speak For Themselves
Results That Speak For Themselves
+1M
Increase in Online Engagement Participants
+50%
Increase in Interaction & Engagement
+1M
Increase in Online Engagement Participants
+50%
Increase in Interaction & Engagement
+1M
Increase in Online Engagement Participants
+50%
Increase in Interaction & Engagement
+1M
Increase in Online Engagement Participants
+50%
Increase in Interaction & Engagement
"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