We were approached by Under Armour to create a tactical, product focused fitness campaign to kick-off the new year at JD.
Tasked with creating a motivational and relatable campaign, our concept needed to inspire consumers to work out in Under Armour, encouraging them to hit the gym and achieve their fitness goals in style.
We wanted to ensure the campaign stood apart from the typical ‘new year, new you’ fitness message by focusing on smashing goals with friends and making progress over being perfect.
Our campaign direction was honest and inspiring – adapting the Live to train, Train to live brand message with a visual direction that worked for both Under Armour and JD.
Creating a clear concept that worked across both men’s and women’s categories, we cast a group of fitness influencers and models who genuinely train to look and feel good. We wanted to capture diverse campaign content that worked across the various JD channels, directing multiple training scenarios that showed the product during active workouts.
LIVE TO TRAIN, TRAIN TO LIVE
With a key focus on video content for social, we created short and dynamic edits to engage the JD followers across their multiple platforms. Video was also required for JD in-store and window digital screens, so we created a hero edit that dialled up the Under Armour product and gave an insight into real training sessions.
The campaign rolled out across all JD stores, incorporating video and our layered artwork in all windows, in-store POS and digital screen takeovers.