Baseball star Bryce Harper is featured as part of a new inspirational campaign from Under Armour. Driven by the tagline “It Comes From Below,” the campaign shows that every great sporting moment starts with a strong foundation to defy expectations and achieve athletic excellence.
The first of two films “Numbers,” we hear Harper’s story through the voice of his high school coach, Sam Thomas.
“When we took a hard look at what really sets our athletes apart, it became clear that the journey to greatness starts from below.”
In the fall of 2016, Under Armour will release an additional short film that will feature another league MVP, Cam Newton. This film, as well as the Harper spot, was created in collaboration with agency partner Droga5.
“It Comes From Below” focuses on the overlying theme of footwork, and each piece of content was inspired by the individual athlete and how their unique footwork serves as their secret weapon to set them apart. In addition, Under Armour will launch the running component of the campaign, which will feature original video content highlighting the inspirational stories of true runners.
“‘It Comes From Below’ shines a light on a universal truth in sports – that each and every great sporting moment is driven by the power of strong footwork,” said Adrienne Lofton, Senior Vice President, Global Brand Marketing, Under Armour.
“When we took a hard look at what really sets our athletes apart, it became clear that the journey to greatness starts from below. Beyond recognizing the importance of footwork, we are committed to creating the most innovative, game-changing footwear on the planet for all athletes.”