For the first time, the US brand explicitly targeted female performers in Germany. To do so, Under Armour collaborated with outstanding female athletes who prove that greatness knows no gender. Olympian Fleur Jong, singer and songwriter Lary and Eintracht Frankfurts forward Laura Freigang.

A series of stories that portray each individual athlete pay homage to their dedication and come together in a stunning brand master film. Under Armour shows the athletes overcoming their limits, achieving true greatness, unflustered by stereotypes or gender inequality.

In addition to a massive digital campaign, Under Armour showed presence in Berlin by strategically using prominent Out-Of-Home locations.

The campaign proves that big brands can influence societal discourses and leave traces for the good. Because sport and issues within our society share a powerful truth: The Only Way is Through.

© 2019 Amsterdam Berlin Imprint