When Under Armour set out to reinvent a perennial American favorite — the hoody — it developed an entirely new garment, packed with innovation. They called it the ‘Swacket.’
Retailing for $95, Under Armour needed a powerful product-forward campaign that enticed its accounts to buy in to the Swacket product line.
To tackle this challenge, Fifteen4 and Under Armour’s internal team collaborated on a campaign that celebrated the product as a piece of equipment. At the centerpiece of the campaign was an animated video that highlighted the Swacket’s amazing details and high tech features.
The result? What was supposed to be a sell-in only campaign became the main launch platform for the product family. It was translated into multiple channels and eight languages for the global launch.