UA x SPIETH GOLF
MENS

Contracted as the managing studio to evolve the identity for the category by building a campaign that was not only brand-right, authentic to the athlete’s personality, and captured dynamic in-motion performance, but also would resonate with existing Under Armour consumers and attract a new audience in the highly competitive international golf space.

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Scope included consulting with the internal teams about where the UA golf category had been and where they would like it to go, building a strategic framework for the campaign, capturing content to tell the story + messaging, and all the organizational production needed to execute the campaign from concept through to final asset delivery. The delivered campaign was showcased by UA and their partners via brand + product stories and advertising across all broadcast channels with an emphasis on social, digital, print, and retail usage.

Capturing athletic performance training in dynamic motion as well as with an up-close and personal perspective was key to creating opportunities for viewers to connect with Jordan as both an elite athlete and person.

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The campaign was designed with multi-purpose intent to solve omni-channel activation needs and consistency across print, retail, and digital by UA and their partners.

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The narrative was created from the authentic personality + focus of Jordan Spieth during his on-course training regime, from sunrise (first one to arrive) to sunset (last one to leave).

In addition to featuring the training story of Under Armour’s pinnacle brand athlete, the campaign was challenged to integrate and feature pinnacle product which included the launch of Spieth 3, a franchise shoe in multiple limited editions styles that timed up with the PGA’s major events - the Masters Tournament, U.S. Open, PGA Championship, and The Open Championship.

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The launch of an additional product franchise shoe in this campaign was timed with the brand-wide release of “HOVER” as an Under Armour technology across all sport categories.

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Specific key-item product captures were a natural part of the story and blended into the narrative throughout the campaign to move the perspective away from a traditional selling-focused activation and towards a more editorial documentary style that natively showcased branded product to prospective consumers.

The images shown above are a small selection of the final assets used by the brand across their omni-channel network (in-store, online, digital, & print). To see more of this work, please contact us directly. 

All photography shown is © Kevin Korn 2023.

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