Under Armor
Campaign // Spec Work
Idea Man // Writer // Designer
Most athletes run outside on nice days. But not if it's too cold. Or too rainy. Too dark. Too slippery. Too windy. Then there are the few who run outside when it's cold. Rainy too. Dark too. Slippery too. Windy too. This campaign is for them.
More than a headline, it's a mindset.
In addition to a powerful parent line that can go anywhere, this idea captures a mentality that can come to life in a variety of other headlines and contexts.
This idea has legs.
(Really strong legs.)
Right now, this campaign is for runners. But ask any athlete who gets up at 5 a.m., plays through injury, and never takes a day (or night) off, and they'll tell you: the only way is always.
#OnlyAlways
Work ethic is more than a point of pride for athletes. It defines them. It binds them. That authenticity is what transforms this idea from a marketing campaign into an exclusive club driven by the athletes themselves.
