Under Armour is seeking the world’s most adventurous runners for its new campaign. The marketing campaign, called “It Comes From Below,” launched with a video on Monday highlighting the brand’s running footwear featuring 30 runners from urban crews who wore Under Armour gear in a two-day running event called UA Run Camp: Elevation.
Under Armour now wants runners across the world to vie for a spot at the next two-day event, UA Run Camp: The Desert, which will be held in a secret location later this fall.
“With the first event in the mountains of Colorado, we created an experience to express our commitment to the running community and to prove we are maniacally focused on creating best-in-class footwear for dedicated athletes who rely on their footwork to take their challenges head on,” said Bryan Offutt, Under Armour’s vice president of global brand management.
Runners can win a spot by posting a photo of themselves before, during or after a run, or socially sharing completed runs through Under Armour’s MapMyRun or Endomondo apps; they should include a statement that explains why they deserve the chance to attend with the hashtag #earnyourspot or in Canada #earnyourspotca. Prizes include a chance to attend this running challenge and/or to receive a pair of the UA Charged Bandit 2 running show coming out this fall.
“Under Armour has emerged as a leader in running over a short period of time and we have no intention of slowing down,” said Fritz Taylor, Vice President, Running Footwear at Under Armour. “Through continued innovation, risk taking in design development and material advancements, we’ve built an arsenal of footwear that truly addresses an authentic global running community and continues to push new boundaries.”