Under Armour
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 a few who train outside when it's cold. Rainy too. Dark too. Slippery too. Windy too. This campaign is for the ones who only know one way: always.
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.
