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Under Armour

From the Inside Out: Uncovering A Multicultural Brand Voice


For over 20 years, Under Armour has celebrated high performance in practice and principle. Recognizing the diversity in its future consumer, Under Armour partnered with Creative Theory on a year-long global content campaign highlighting stories of diversity and inclusion—not only within the company but to support Under Armour’s broader vision of a more equitable and just world for all. The content, released during Black History Month, Women’s History Month, Pride Month, and Hispanic Heritage Month, ushered in a new era of multicultural marketing for the brand. 



Create a reflective and empowering diversity campaign for UA’s global brand channels.



Creative Theory worked with Under Armour DEI advocates to surface dynamic, multicultural stories for the #UnitedWeWin campaign. By highlighting underrepresented groups, employee resource groups, and the work they do internally, including how that work translates to the products they create every day, CTA was able to uncover tone-setting stories that resonated from within Under Armour to the culture at large. Elevating the narratives of underrepresented UA athletes and employees in both truth and depth was critical in crafting an authentic campaign that transitioned and expanded the brand.



Creative Theory helped highlight and elevate diverse voices within Under Armour, as well as diverse athletes and stories during key cultural moments. Within the #UnitedWeWin campaign, the CTA-produced feature on Kenny Stills now stands as UA’s highest-viewed piece of content during the campaign, with just under 3 million views.


Cultural messaging

Brand storytelling

Narrative ideation and development