Case Study

Under Armour

An elevated and engaging product launch for groundbreaking running shoe technology

Overview

In 2021, Under Armour launched the Flow Velociti Wind, the brand’s fastest performance running shoe yet. Tested for over 11,000 miles, the UA Flow Velociti Wind is the latest chapter in running innovation with a disruptive design and all-in-one cushioning system that eliminates the rubber outsole. Verde was tasked with promoting and supporting the new shoe and technology with a global virtual launch, virtual events, and media pitching engagement - with the goal of solidifying Under Armour as an innovator in the performance running shoe category.

As a result of the COVID-19 pandemic, the launch was executed virtually in the form of an immersive TV show that revealed the new running shoe. Hosted on a 3D online platform dedicated to the Flow Velociti Wind, this virtual launch concept allowed media, retailers, influencers, and athletes to journey through the venue and interact with downloadable content, such as product imagery, a tech card, connected fitness videos, and presentations. Guests also experienced a 45-minute TV show with presentations from UA’s product, human performance, and connected fitness teams as well as a live interview with elite athlete Rachel Schneider. 

Attended by record numbers of media, the virtual launch also included pre-launch product seeding, exclusive stories as well as post-launch immersive virtual challenges and interview opportunities to engage media in unique and experiential ways.

Tactics

Together with Under Armour’s communication team, Verde executed comprehensive early media seeding to secure Flow Velociti Wind pairs for all virtual launch media attendees prior to the event. Verde pitched the new shoe technology under embargo ahead of the launch to key media outlets and secured exclusives with Forbes and Popular Science. 

UA Newsroom

To further drive media awareness, Verde crafted and pitched the Flow Velociti Wind Newsroom story with in-depth product and design content and storytelling to help increase earned media and act as a resource for global and regional teams and partners alike.​ The design and development video content provided media with the right innovation messaging and direct-from-the-experts soundbites and information.​

Product Seeding

Verde’s product seeding efforts were designed to provide media with the latest and greatest Under Armour product and to show the brand’s comprehensive approach to outfitting a runner, led by the new Flow Velociti Wind shoe technology. A total of 210 global media contacts were seeded Flow Velociti Wind for in-depth running shoe reviews, launch announcement coverage, awards, buyer’s guides, gift guides, and many other roundup inclusions. The long-lead seeding efforts took place during the winter and early spring prior to launch and included securing leads and placements in spring/summer stories​. Short-lead pitching and seeding helped​ to secure several online and earned social reviews and roundups​.

Engaging Experiences

Flow velociti Wind and velociti SE launches were both supported by virtual MapMyRun challenges, in part due to the ongoing COVID-19 pandemic - bringing consumers together, and engaging media in unexpected and experiential ways. The “Flow State Challenge” celebrated the resilience of runners during the pandemic. A newsroom story and pitching top run and health/fitness media helped drive earned media results and helped engage media to participate in future UA Run activations and events. The “ALL OUT MILE” challenge took place in conjunction with the launch of the second UA running shoe to feature FLOW technology, the Flow Velociti SE. With the goal of solidifying UA as a leader in performance run, the challenge included product seeding, athlete and UA expert access for media and participation in the training for and competing in the ALL OUT MILE.