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Under Armour steps up with ‘Footsteps’


Performance apparel and footwear brand Under Armour has unveiled its largest footwear advertising campaign to-date, entitled ‘Footsteps’, in support of Under Armour’s forthcoming footwear collection. The soon-to-be-released fitness-oriented footwear line ‘embraces the brand’s performance DNA and infuses proprietary apparel technology into every shoe to help athletes perform their best.’

The Footsteps campaign was conceived, developed, and produced by Interpublic’s twofifteenmccann, an award-winning, San Francisco-based creative agency.

Under Armour fans will be able to see the 60-second and 30-second commercial spots on broadcast outlets MTV, BET, and ESPN, while online and print distribution will include Facebook, Yahoo! Sports, and STACK Magazine, amongst others. Footsteps will also be supported by full takeovers of the Brand’s Facebook and YouTube channels, both of which will feature exclusive behind-the-scenes videos of the athletes, commentary from director Peter Berg, and exclusive footage of core footwear products.

“The campaign marks an unprecedented step forward for Under Armour footwear, bringing together the highest calibre of talent on both sides of the camera to tell the story of our state-of-the-art performance footwear,” said Steve Battista, Senior Vice President, Brand, Under Armour.

“We’ve captured athletes in their authentic training environment, showcasing Under Armour’s commitment to performance and innovation in a voice that is unique to the brand. Our new line of footwear is helping athletes create footsteps, not just hear them.”

The new footwear collection will be available at US retail nationwide in December 2011. However, consumers will receive an advanced look at the products in October during a limited distribution to select retailers, including City Sports and Dick’s Sporting Goods.



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