In celebration of the brand’s origin in athlete performance, Under Armour showcases the importance of hard work, dedication, and resilience in its new year-long global training campaign. As the foremost experts in helping athletes unlock their best, Under Armour recognizes dedicated training and hard work as the essential ingredients towards mastery of any skill.
In its “Will Finds A Way” campaign, Under Armour sets out to inspire and ignite the world by taking consumers on a motivational journey spotlighting Dwayne Johnson as he introduces the stories of eight trailblazing athletes: world champion sprinter Natasha Hastings; Olympic swimmer Yusra Mardini; NBA point guard Dennis Smith Jr.; actress & taekwondo national champion Zoe Zhang; world champion judoka Teddy Riner; stuntwoman Jessie Graff; triathlete Johnny Agar; and state boxing & gymnastics champion Javon “Wanna” Walton.
The collection of films was created in partnership with creative agency Droga5, and directed by award-winning directors The Malloy brothers and Nathalie Canguilhem of Superprime. In the launch film, Johnson introduces the unique ways each of the featured athletes have willed themselves to greatness; from overcoming social anxiety at a young age, to escaping turmoil and war, or battling the constraints of physical disability. The fast-paced narrative and visual style carries the audience through this collection of inspiring journeys with the same tenacity that fuels these athletes’ training every day. The result is a slew of energetic, motivating films that leaves viewers with the sense that no matter their circumstance, with the right amount of WILL, you will find your way to the top.
