Today, Sport-locker.net can reveal that Under Armour has announced its first live social engagement campaign in the UK, Earn Your Armour, which will see Leigh Halfpenny and other professional athletes take to social media with Under Armour to personally challenge the online training community to take their training to the next level.
The campaign will engage British and German fitness enthusiasts, encouraging them to share their workouts using the hashtag #EarnYourArmour. Under Armour UK will tap into the fitness and training social space, by hijacking competitor social conversations in real-time with unique content from the athletes, challenging them to train harder.
Mairead Van Gils, Digital Marketing Manager EMEA at Under Armour, said: “Under Armour is all about pushing yourself further and becoming better; so we wanted to do just that with a real-time social campaign. Hijacking users of training apps such as Map My Fitness, Endomondo and those of competitors, we will tap into workout conversations using live social content from the likes of Leigh Halfpenny – pushing past existing social boundaries and showing that we’re not afraid to stand out.”
Welsh Rugby Union Fullback, Leigh Halfpenny, said: “Whilst me and the other Wales players are battling away in the Six Nations, I’ll be calling on the people training across the country to take on their own personal challenges and prove that they have the will to be the best they can be.
“Anyone who is serious about their sport has to have the attitude and ambition to improve every day and that’s why we want every single person we approach to earn their armour. Myself and the other Under Armour athletes will be watching to see how they get on.”
The campaign live period, which runs from February 23rd 2015 to March 8th 2015, will see athletes create bespoke video and image content to engage with amateur athletes and inspire them to #EarnYourArmour. Whatever the sport, enthusiasts will be encouraged to run that extra mile, lift a personal best and spend an hour more on the training field in order to prove their will to get better.