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Under Armour

Winner

Company: Under Armour, Baltimore, MD
Entered by: Arnold Worldwide
Company Description: Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour is the originator of performance apparel - gear engineered to keep athletes cool, dry and light throughout the course of a game, practice or workout.
Nomination Category: Advertising
Nomination Sub Category: Best Mixed Media Campaign

Nomination Title: Under Armour's Click Clack Campaign

1. The date in 2006 on which this nominated campaign was first run, aired, or otherwise made public:

April 2006.

2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

Launched in April 2006, Under Armour’s CLICK-CLACK campaign, marked the
company’s market-changing foray into footwear with performance football cleats
which landed on retail shelves in June 2006. CLICK-CLACK, the thunderous sound of cleats hitting the concrete as players make their ways from the tunnel onto the field, is the name that Under Armour coined for the launch. A sub tagline, "I Think You Hear Us Coming," acted as a double entendre reflecting to the Brand's undeniable momentum as well as serving as a wake-up call to industry veterans that a shake-up was about to occur. The ads, produced in-house by experts in various mediums, featured top draft NFL draft picks outfitted head-to-toe in Under Armour apparel and footwear gearing up for a game, emphasizing authentic feats of strength and endurance.

The campaign was so well conceived that without having launched anything other than print teasers in ESPN the Magazine, nearly 10,000 consumers pre-registered on-line to purchase a pair of cleats prior to the official retail launch on June 3, 2006. The official campaign kicked off with the debut of the CLICK-CLACK commercial during ESPN’s coverage of the NFL draft in April 2006, and was complemented by an extensive online experiential site and in-store point-of-purchase presence. In June 2006, just weeks after Under Armour’s football cleat launch, the company surged to a 21% market share in the category while driving significant changes in consumer purchasing habits. Combined with a August 2006 partnership that designated Under Armour as an official footwear supplier to the NFL, Under Armour wais now literally on the same playing field as industry veterans that have traditionally dominated the category, such as Nike and Reebok.

3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Creative Concept: Kevin Plank, Steve Battista, Marcus Stephens, Nathan Shriver,

all from Under Armour, Baltimore, MD

Commercial Director: Rip Lambert, Producers Video, Baltimore, MD

Photography -Print: Brendan Mattingly

Film Production: Under Armour and Producers Video Film Production, Baltimore, MD

Web/Interactive: Nathan Shriver, Brian Boring, Under Armour

Photography -Print: Brendan Mattingly
Web/Interactive: Nathan Shriver, Brian Boring, Under Armour