How we boosted Under Armour's image and sales during the COVID-19 lockdown

The Challenge

  1. Keeping the brand alive in the minds of the consumers while maintaining a low profile during the COVID-19 crisis.
  2. Nurturing, enhancing and strengthening the brand’s relationship with its top Spanish client (El Corte Inglés) in hard times for in-person shopping.
  3. Giving El Corte Inglés (ECI) an added value through the digital content provided by Under Armour.

The Approach

We decided to go for dynamic, entertaining activation by way of two major training icons. Our goals were clear: they would redirect traffic to ECI’s Instagram channel so as to increase its prominence and volume, and would also help promote sales of two training looks (men’s and women’s) in the brand shop of El Corte Inglés e-commerce portal.

Under Armour asked our two chosen training influencers to take up the brand’s challenge: #UAMERETAENCASA

The goal was for them to perform a specific workout using everyday objects and improve their personal best. First, Isabel Del Barrio did it live for the ECI audience. The following week, it was Martin Giacchetta’s turn.

From the time when UA announced what the challenge routine was, both had one week to prepare and then complete it live, taking over ECI’s Instagram account.

They invited their respective audiences to join them live at @elcorteingles while doing the workout routine devised by Under Armour, and also to get involved by posting their own workout routines in a permanent video outlet under the hashtag #UAMeRetaEnCasa, tagging both @elcorteingles and @underarmour

The best two participants won the prize: The Bespoke UA Outfit.

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