Under Armour
Under Armour's high-performance sportswear campaigns and cinematic athlete profiles
Featured Under Armour projects
This week's top Under Armour projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Under Armour · Welcome to Hotel Armoure
Under Armour leans into a refreshingly absurd narrative with Welcome to Hotel Armoure, a high-concept commercial campaign that brilliantly subverts the tropes of luxury hospitality through a sportswear lens. Directed by Mackenzie Sheppard, the project transforms an upscale resort into a playground for elite performance, juxtaposing the pristine, polished aesthetics of a five-star hotel with the chaotic reality of professional athletes at rest. Through a series of quick cuts and dynamic tracking shots, the campaign captures stars like Ollie Watkins, Ferran Torres, and Fermín López turning grand lobbies and manicured pool decks into personal training grounds. Creative director Fred Paginton orchestrates a visual identity that feels both high-fashion and grounded, utilizing a warm, sun-drenched color palette to heighten the irony of the comedic situations. With technical precision from director of photography Benjamin Loeb, the spots utilize slow motion and clever live-action techniques to emphasize the humor of hotel staff navigating this athletic disruption. From ice baths in luxury pools to indoor driving ranges, the film feels like an editorial take on brand integration, balancing professional cinematography with a lighthearted, observational wit. This lifestyle-focused campaign excels by placing high-performance gear in an unexpected, high-stakes environment, resulting in a project that feels as energetic as the athletes it features while maintaining the visual standards of a top-tier cinematic production.
Under Armour · For When It's Hot - François Arnaud Global Brand Ambassador
Under Armour captures the relentless intensity of peak summer in this latest global brand campaign, positioning performance gear as an essential companion for life under the sun. Featuring actor and global brand ambassador François Arnaud, the project bridges the gap between high-performance training and casual, everyday functionality. By weaving together high-intensity gym sequences with lifestyle vignettes—such as a sun-drenched street scene and a rhythmic car wash—the narrative leans into the palpable energy of a heatwave. The execution utilizes cinematic live-action techniques to contrast the technical rigor of athletic apparel with the relaxed, sweltering reality of summer living. Through a balanced edit of close-ups and wide shots, the footage highlights the material's responsiveness to physical exertion, emphasizing breathability and comfort in challenging conditions. The use of slow motion adds a tactile, rhythmic quality to the visuals, drawing attention to the glistening details of sweat and the shimmering light of a summer day. This campaign effectively maneuvers within the sportswear and fashion sectors, presenting a cohesive aesthetic that feels both aspirational and deeply grounded in real-world movement. It successfully transforms the potentially oppressive nature of rising temperatures into a backdrop for style and endurance, reinforcing the brand's commitment to versatility and technical innovation for active consumers everywhere.
Under Armour · Velociti Elite 3
Under Armour spotlights the Velociti Elite 3 in this sportswear campaign featuring elite long-distance runner Sharon Lokedi. The production documents the intersection of professional performance and footwear engineering, cutting between motion-capture analysis and dynamic live-action footage of Lokedi on the open road. Warm & Fuzzy handled the post-production and VFX, creating a saturated visual aesthetic that emphasizes the athlete's movement. The campaign leans into a technical narrative, focusing on the development and real-world application of the footwear.
Under Armour · We Grind For All We Get
Under Armour’s "We Grind For All We Get" campaign captures the intensity of athletic performance through a series of training vignettes. The film moves across diverse environments, from the grit of outdoor basketball courts to the focused preparation found within indoor locker rooms. Produced by The Quarry and We Go Again, the work utilizes dynamic camera movements and moody, cinematic lighting. With its desaturated palette and use of slow motion, the campaign maintains a consistent tone that focuses on the mechanics of training and personal resilience.
Under Armour · Shane's Prayer
Under Armour presents 'Shane's Prayer,' a short-form commercial spot rooted in a cinematic and moody aesthetic. The film features a contemplative subject captured in a low-key, chiaroscuro lighting setup, creating a raw and intimate atmosphere within the space. Developed by Standard Practice, the project leans into a live-action technique to explore the intersection of collegiate sportswear and narrative storytelling.
Under Armour, JD Sports · Storm
Under Armour and JD Sports collaborate on 'Storm,' a commercial project centered on high-performance technical outerwear. Through a series of dynamic sequences, the production showcases hooded jackets designed for resilience in adverse weather conditions. Shot on location, the film captures athletes navigating urban stairwells and concrete environments during rain. With production by Sonder Films, the project utilizes live-action technique to emphasize the utility of the apparel, maintaining a clean aesthetic throughout the movement-heavy narrative.
Under Armour · Rule Yourself
Under Armour's 'Rule Yourself' campaign captures the visceral intensity of athletic performance through a series of focused, high-contrast vignettes. Created by Droga5 London, the film traverses shifting training environments, moving from the quiet isolation of an outdoor pool to the physical demands of a dimly lit weight room. The execution relies on low-key lighting and chiaroscuro techniques to heighten the sense of dedication, grounding the action in deep blues and heavy shadows. By emphasising movement through a live-action lens, the work maintains a gritty, cinematic focus on the repetitive nature of high-performance training.
Under Armour · Will Makes Us Family
Under Armour explores the convergence of diverse physical disciplines in its campaign, Will Makes Us Family. The project features a series of athletic vignettes, documenting a basketball player on an urban court, a boxer in training, a ballet dancer, and city-based runners. Produced by PRETTYBIRD UK with creative direction from Droga5 London, the commercial utilizes a cinematic color grade to maintain a cohesive visual identity across varying indoor and outdoor training environments. The execution leverages clean, live-action techniques to emphasize moments of dedication and physical exertion.
Under Armour · Gift of the Game
Under Armour’s Gift of the Game campaign captures the intersection of youth and professional athletics across various disciplines, including football, basketball, and soccer. The project features diverse athletes training and competing in urban street, park, and field settings. Produced and directed by DOMO, the project utilizes a live-action technique to document the movement of participants. The cinematography leans into natural lighting and dynamic camera work, focusing on a balance of intimate athlete portraits and high-energy competition sequences.
Under Armour · I Will Innovation, Director's Cut
Under Armour’s I Will Innovation project is a commercial film that highlights the intensity of athletic preparation. The narrative moves across varied settings, featuring a runner on a twilight street, an outdoor workout captured with sun flare, and a basketball player navigating an indoor gym environment. Produced by Reset, the film utilizes cinematic cinematography to maintain a sense of momentum. The execution leans into raw aesthetics, employing a mix of natural light and low-key lighting to emphasize the grit of the performances. The final director's cut, supported by sound design from Reset, maintains energetic pacing throughout.
Under Armour · Protect This House
Under Armour delivers the Protect This House campaign, a live-action basketball project capturing the intensity of locker room preparations. The narrative focus remains on the focused resolve of players and coaches ahead of competition, leaning into a cinematic and moody aesthetic. Produced by Tool with creative oversight from agency Zambezi, the film utilizes dramatic lighting to emphasize athletic dedication. Post-production support includes work from Cabin Edit, Company 3 New York, and Pariah Creative, with sound design by Source Sound Inc. LA.
Under Armour · Armour Up
Under Armour’s 'Armour Up' campaign leans into a cinematic aesthetic, blending high-contrast visual compositions with dynamic movement. The project, led by creative work from agency ZMBZ, features a series of athletic performers captured within atmospheric environments defined by neon structural elements and organic fire effects. The production, supported by Fela and media partner Luti Media, utilizes low-key lighting and rich color grading to frame the sportswear collection. This live-action technique emphasizes form and motion, creating a moody, action-oriented look consistent across the campaign deliverables.
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