Under Armour #EarnYourArmour

Under Armour will next week launch 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 challenge the online training community.

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.”

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.