The Project

Inspiring Those Who Dig Deeper

As an athlete, progress doesn’t happen at the beginning of your training session. It happens at the end - when you’re tired, bent and broken. Progress begins when your body wants you to stop. To launch the Under Armour brand and Brand House in the region, we went back to its challenger roots and came out swinging with a positioning only Under Armour could own. The brand that champions the grind.