words // Brandon Richard
Under Armour unveils a new 60-second spot that salutes its gridiron heritage and captures the passion, intensity and grittiness of the game's next generation. Previewed this morning at a press event in London, "Ready for August" is the centerpiece of the second chapter in UA's 'I WILL' global marketing campaign.
Two-time Super Bowl champion and longtime UA athlete Ray Lewis served as an Executive Producer for the project.
"Under Armour was a part of my career on the field, and even though my playing days are over, having the opportunity to reach young athletes with empowering and positive messages is something I look forward to in the next chapter in my life," said Lewis.
Featured in the spot are the latest UA football performance innovations including Gameday Armour, the UA Highlight MC Football Cleat, UA Highlight Football Gloves and Under Armour Alter Ego Baselayer.
The broadcast debut for the spot is set for next Monday during the MLB Home Run Derby. It will be supported by additional content, including a 3-minute long-form version of “Highlights,” behind the scenes from the set with Ray Lewis and more.
Take your first look at "Ready for August" below and keep up with 'I WILL' at facebook.com/underarmour.