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Under Armour 11

Brand · July 9, 2009 ·

Perfect Fools unveils the ‘Under Armour 11’ campaign to support the debut of Under Armour football boot range. Content rich website hosts video documentaries of semi professional footballers.

Perfect Fools, the award-winning international digital creative agency, has unveiled a pan-European online campaign to support the launch of Under Armour’s first football boot range. 

Under Armour, the originator of performance apparel, is debuting its new UA Dominate and UA Create boots through a content-rich website, featuring video documentaries of Europe’s best semi-professional and amateur players. The boots are aimed at serious amateurs – players who are professional in all but name.

Perfect Fools developed the Under Armour 11 ‘test team’ concept, which extends across online and point of sale.

The multi-lingual website enables viewers to browse the Under Armour 11 on-screen team line-up, then click and zoom-in on a player who takes over the screen and introduces himself and his preferred boots.

The site then presents visitors with options to view each player’s career, personal football stories, and playing style through a one-minute video documentary. Visitors can also check out the player’s kit and learn more about the boots he prefers. Visitors who click on ‘check out his kit’ can see in detail a range of Under Armour apparel and click through to its online shop, or locate their nearest retailer.

Clicking on hotspots within each boot reveals feature demos – a “grab, drag and mash the blocks” physics demo brings to life the extra power Under Armour’s MPZ® (Modular Protection Zone) provides a player.

As well as technical specifications and boot imagery, other Under Armour 11 web site features include “Join the Squad”, which gives viewers the chance to be picked for future Under Armour 11 test teams, and a “Send to a Friend” option.

Mark Chalmers, creative partner at Perfect Fools, said: “Under Armour has a reputation for market-leading sportswear and is launching into the football sector with boots already tested and scored-with by professionals. We are targeting tough, dedicated players who never say die. The Under Armour 11 campaign is bold, confident, engaging and acknowledges the unsung heroes of European football.”

Blair Tripodi, director of International Marketing, Under Armour Europe said: “The introduction of football boots is a logical step in our brand evolution into a head-to-toe football brand. Most consumers are familiar with our best-in-class baselayer and compression garments and it is our goal that they see the same quality and performance benefits in our football boots as in our apparel.”

The UA Dominate and UA Create boots have made an instant impact on English football. Players throughout the Premier League and all three divisions of the Football League have worn the boots with significant success in the last four months of the season.

Football boots are the latest addition to the range of Under Armour products available in the UK, the continent and USA.

Perfect Fools
Creative Direction
Mark Chalmers
Tony Hogqvist

Sophie Cooper