Under Armour have launched its nationwide Armour campaign, running across retail, social, digital and out-of-home channels, and kicked off by a unique photocall on the River Thames.
Under Armour brought London to a standstill through the arrival of Armour basealayers to the UK ahead of the biggest rugby tournament this year, with athletes Roberts and Cudmore accompanied by a 1,300 square foot container artwork down the Thames, as the brand delivered a shipment of Armour baselayer product to London.
The 30m long vessel transported a huge image of Welsh Rugby Union (WRU) players Jamie Roberts and Leigh Halfpenny, accompanied by fellow Home Nations representatives James Haskell (England), Jordi Murphy (Ireland), Drew Mitchell (Australia) and Canadian Jamie Cudmore, displayed across eight shipping containers.
As it passed down the Thames and under Tower Bridge, the mural – which originally showed the players in country colours – was ‘ripped’ to reveal the Armour baselayer. The creative demonstrates Under Armour’s commitment to making all athletes better, regardless of nation or team represented.
Each innovative Armour baselayer is made of mesh HeatGear® fabric, offering all of the benefits of compression while delivering total ventilation. Anti-odour technology and Under Armour’s signature Moisture Transport System wicks sweat away from the body to minimize distraction during performance, while a four-way stretch fabrication allows greater mobility in-game.
Welsh Rugby Union Centre, Jamie Roberts, said: “It’s amazing to see yourself on the side of a 20ft high container but, that’s Under Armour, they don’t do things by halves. I’ve worn Under Armour baselayer for years, and they’ve powered me through the biggest challenges I’ve ever had to take on, when I’ve needed to put in my top performances.’
“Under Armour always does the job right when it comes to our kits. Many of my Welsh teammates are now head-to-toe with the brand and that’s because of the innovative technology that Under Armour consistently delivers to athletes around the globe.”
Armour baselayer products are available at www.underarmour.com and from top retailers across the UK.
