Founded in 1996, Under Armour is the originator of performance apparel – gear engineered to keep athletes cool, dry and light throughout a game, practice or workout.
Under Armour was starting a movement within the workout community called Combine Training – an intense, open-platform, workout regimen that encompasses all aspects of life. One of the barriers to this new workout system was that it was mostly unknown.
Combine360 needed a brand awareness campaign for first-time visitors of the site. What are the core insights of this new product and how can it help people succeed? What makes it different? One important component of this new system is that it directly tied to the consumer behavior measuring workout progress over time and tracking results as they steadily improve.
IQ Agency distilled the Combine 360 concept into a 30-second video to raise awareness and drive traffic to the site. Concepted, scripted, shot, and edited in house, the video uses onscreen graphics to play to the audience's focus on performance measurement and show the science behind the sport.