Under Armour: ColdGear 'Defenders Only'

The Brief

To create a targeted, high-energy activation in Paris that would authentically showcase Under Armour’s new Coldgear baselayer. The objective was to highlight the product's performance benefits in freezing temperatures by putting it to the ultimate test in a localized, community-driven football environment, proving that the right gear keeps athletes entirely focused on their game.

Campaign Execution

We designed and delivered a unique 'Defenders Only' masterclass in Paris's 19th arrondissement, deeply rooting the activation in local football culture by hosting it near Montreuil. We partnered with Bayern Munich right-back and Under Armour’s latest athlete, Sacha Boey, to mentor young defenders from his former youth team, Red Star FC.

The participants were put through a rigorous series of technical challenges designed to hone their aerial ability, tackling, and positioning. The cold Parisian weather provided the perfect backdrop to prove the efficacy of the Coldgear baselayer, keeping the players warm and locked in. The event culminated in a high-stakes, 1v1 tournament against Under Armour's elite UA Next Academy members, battling it out until a final standout defender was crowned the winner.

Results 

The grassroots-meets-elite activation successfully validated the performance credentials of the Coldgear baselayer while deeply engaging the local and international football community. The campaign secured 14 pieces of high-quality UK coverage across a strategic mix of sports, lifestyle, and culture media, including standout features in talkSPORT, Copa90, Men's Health, and Financial Times Fashion. Ultimately, the story bridged the gap between raw sporting performance and lifestyle appeal, amassing over 1.7 million views across all UK publications.