Two-thirds of sports fans think that athletes should be role models in society and Under Armour’s #WEWILL campaign taps into that sentiment. The advert features world-class athletes with taglines highlighting how sports can inspire, unite and help change the world. We discover the insights behind the ad and explain how sport brands have the power to inspire positive change.
Under Armour’s #WEWILL campaign highlights how sport can unite people to make a difference in their community. The ad features brand ambassadors like Michael Phelps and Lindsey Vonn excelling in their fields, while an accompanying website details Under Armour’s various athlete-led community projects. The brand has also launched a partnership with response organisation Team Rubicon, which is helping those impacted by Hurricane Harvey.
“There’s this real interesting intersection between culture and sport, and fans now expect that they’re going to be able to interact with players over their Instagram feeds and other social feeds,” says Andy Donkin, Under Armour’s CMO. “And part of that is athletes starting to take more of an active role in giving back to the community.” By bringing in sporting heroes as part of the campaign, the brand looks to build a deeper connection with its consumers.
Research conducted by Canvas8 on behalf of Performance Communication found that 66% of fans say that athletes are role models for society. And with 64% also saying that sports are likely to inspire positive change – surpassing religion (39%) and politics (28%) – Under Armour is positioning itself as a brand that not only agrees, but wants to make it happen.
Hannah Elderfield is a behavioural analyst at Canvas8, which specialises in behavioural insights and consumer research. She’s worked with global clients including BelVita, the UK Government, the FCO, Depend and Superbrands. Outside of work, she can be found shopping, walking her dog or attempting to curb her addiction to Nutella, not all at once of course.
