With a select group of 15 Brand Ambassadors and Friends of the Brand in Singapore from across the sports, fitness, and wellness world, Under Armour came to us to create an intimate brand experience to unite the crew together. In the theme of high-performance living, the campaign sought to bring the brand values to life showcasing what Under Armour stands for and demonstrating how their athletes can truly live these values day to day.
ALIVE conceptualised and executed a 2D1N exclusive retreat which was modelled around the brand’s ecosystem of Train, Compete, Recover. With a luxurious stay at The Fairmont Singapore, the athletes were treated to a 5-star experience with a ton of personalised UA gear and specially selected gifts. They were given a sneak peek of the marketing direction for 2022 and let into secrets behind special upcoming product launches and the technology inside the gear that’s been designed to make athletes better.
We also gave them a hands-on cooking workshop led by professional nutritionists, a sunset yoga session, and a series of high-performance workouts with professional trainers from fitness partner UFIT to round off a genuinely immersive UA brand experience. The goal was for the athletes to walk away with a clear understanding of what it means to Train the Mind, Train the Body, and Train the Craft, feeling like an integral part of the UA family in Singapore.
