Under Armour X Antonio Rudiger

The Brief

Help Under Armour announce Antonio Rudiger as their latest signature athlete, highlight his alignment with the brands unique identity of hard work, toughness and grit to create a powerful vehicle for UA's 'Shirt behind the Shirt' campaign.

Campaign Execution

Inspired by the popular online unboxing formats and our desire to highlight Toni Rudigers incredible background, which makes him the perfect Under Armour Athlete, we created the Rudiger: Unboxed video format.

Shot in Madrid, we worked with Toni to come up with the items to unbox that best represent the most important moments in his life and that made him into the man and tough competitor he is today. The video content was shared on all of Toni's and Under Armours channels as a part of his announcement as a new UA athlete.

The shoot also included still photography featuring Rudiger creatively placed among his items, wearing the Under Armour Base Layer to further highlight the 'Shirt behind the shirt' campaign and his new Under Armour football boots.

We also invited media from Germany and Spain for exclusive interview opportunities ahead of Real Madrid's clash with Rudiger's former club Chelsea

Results 

The long form unboxing video was viewed almost 700.000 times on Rudigers Instagram Channel and over 100.000 times on UA's channel, creatively establishing Toni as the perfect UA athlete. The media coverage resulted in a headline articles in Marca, Sport 1 and Sky Sports Germany. Overall, the campaign achieved an AVE of 3 million dollars and exceeded our expectations.