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ADVERTISING CAMPAIGNS

Under Armour Coldgear website

Perfect Fools, the award-winning international digital creative agency, has unveiled a pan-European online campaign to support Under Armour’s pioneering baselayer, the ColdGear Mock.

Under Armour is the originator of performance apparel and accessories.  Its revolutionary thermal baselayer, ColdGear Mock, achieves the impossible by keeping athletes warm without weighing them down. 

Perfect Fools created a temperature-sensitive website, which includes a Weather Watch Barometer that monitors a user’s local temperature and changes the site’s ‘skin’ to reflect how cold it is outside.

When the temperature drops below 13 degrees Celsius – the ideal temperature to wear a GoldGear Mock – it is officially ColdGear weather. The content- and visually-rich website gives detailed product information, a fit guide, and is linked to Under Armour’s e-commerce store.

The website will be promoted in the UK through an integrated social media, blogger outreach, and Facebook Ad campaign targeting serious amateur athletes

The site features endorsements from UK athletes including Bobby Zamora, Fulham FC top scorer; Welsh Rugby Union Centre, Jamie Roberts; European and PGA Tours golfer and World Match Play Champion Ross Fisher; and Lindsey Vonn, two-time World Champion skier and two-time World Cup overall winner

Mark Chalmers, creative partner at Perfect Fools, said: “The ColdGear Mock is Under Armour’s signature performance sportswear.  Athletes of all disciplines rely on ColdGear to perform at the top of their game.  The new temperature sensitive website reacts to real-time weather to highlight the perfect conditions for maximum benefits from a ColdGear Mock.

Peter Maher, president, Under Armour Europe, said: “The ColdGear Mock is Under Armour’s signature performance sportswear.  Athletes of all disciplines know that ColdGear is the only baselayer that really keeps them warm when it’s cold.  The new temperature sensitive website reacts to real-time weather to highlight the perfect conditions for maximum benefits from a ColdGear Mock.”

Bobby Zamora, striker at Fulham FC, said:  “As soon as winter comes, Under Armour ColdGear is the part of my kit I need most for training and match day; it is essential to my performance.

Jamie Roberts, Welsh Rugby Union centre, said: “Under Armour ColdGear is the first thing I put on for training and matches; it keeps me warm, dry, and gives me the edge I need.”

Lindsey Vonn, World Cup Skiing Champion, said: “It can be freezing on the mountain so I need to stay warm, but I still need to be fast if I am going to break records.  Under Armour ColdGear is great for me because it’s just one lightweight, non-bulky layer and it keeps me warm so I can concentrate on going for Gold.”

Ross Fisher, PGA golfer, said: “My Under Armour ColdGear Mock eliminates the elements.  It keeps me warm and dry and lets me focus on my game whilst on the course.

The UA ColdGear Mock is available in two fits: Compression is Under Armour’s signature "second skin" fit – a tight fit that promote muscle performance and fast recovery.  Fitted provides warmth without the squeeze – the Mock sits right next to the skin without compression

The campaign builds on the Perfect Fools’ Under Armour 11 ‘test team’ concept (www.underarmour.com/ua11) unveiled in June, which celebrated Europe’s best semi-professional and amateur players. The campaign website showcased Under Armour’s boots, called Create and Dominate, which are aimed at serious players – players who are professional in all but name.

AJR
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