Building local relevance for a global brand.
Challenge.
Historically, Under Armour has relied on its status as a global brand and its global communication assets for relationship building with its Middle Eastern audience. This proved to be challenging for the brand in its effort to build local relevance amongst athletes in the region who take their training and physical fitness seriously, and Nomads was approached to find a unique point of difference for Under Armour to own in the market. We distilled the brand’s voice and positioning, and helped it increase its local relevance by owning the space of functional fitness training.
Insight.
Under Armour is for serious athletes. The ones who wake before the sun rises to get their training in. And it was exactly this space - functional training - that we saw an opportunity for Under Armour to own in the region. Under Armour knows that as an athlete, progress doesn’t happen at the beginning of your training session. It happens at the end - when you’re tired, bent, and broken. When your body is drained. Progress happens when you push yourself further.
Idea.
We developed “One More” – a brand positioning and rallying cry that motivates serious athletes and shows them Under Armour understands them. Under Armour believes that every athlete has one more inside of them, the ability to push themselves that little bit further - just one more. We made Under Armour the champions of “One More” to push and inspire serious athletes.
To ensure regional credibility, we developed a micro influencer-led campaign using only Saudi athletes who already had engaged communities of people following them online. They were the types of athletes that matched the brand persona we developed, and were already true ambassadors of the philosophy we wanted to convey as a brand.
A powerful brand film to motivate and inspire athletes to push for just One More:
Social media rollout.
To convey the brand idea of “One More”, we used a format native to social media: the boomerang. We filmed athletes doing a series of movements and created never-ending loops to show them pushing themselves for One More.
A borderless idea that inspires everywhere.
Understanding that the types of athletes Under Armour wanted to connect with was key to developing our inspirational brand platform. Our research showed that serious athletes are the types of people that do things their own way - they always find a way to train and push themselves to the next level. With this in mind, we developed a series of gym hacks - snackable social media content that showed how to make your own gym equipment so that you can push yourself, no matter where you are.
A powerful rallying cry.
The mantra of “One More” was so powerful to athletes that it was adopted by gyms around the country and used as a visual motivator. We not only developed a strong foundational brand idea for Under Armour to own, but we helped the brand resonate with a local audience like never before.
