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Under Armour: winning new fans

Under Armour | football activation

Winning a new audience in Europe and trending on twitter.


Under Armour asked us to launch the new Spurs kit to grow sales and brand fandom in Europe. But the brand was perceived as an American "outsider" to tribal football fans so the only chance to win their hearts was to invite them into the campaign. The response was poetic and positive achieving strong engagement and awareness.

#Seizeglory became a Twitter trending topic on launch day in the UK

Kit sales 3x over target in first week.

Click through to website: 46,385 page views > 658% yr-on-yr increase

Driving brand recognition 20% and sales 30%