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Under Armour Launches "It Comes From Below", A Multi-Sport Campaign Featuring Bryce Harper, Cam Newton And Under Armour Running

In time for the 2016 MLB All-Star Game presented by MasterCard, the campaign debuts with a television and digital spot and will continue with a number of digital content extensions featuring reigning National League MVP and four-time All-Star, Bryce Harper. In the campaign film "Numbers," Under Armour tells Harper's story through the voice of his high school coach, Sam Thomas. As he points out the numbers that have put pressure on Harper throughout his career, we see Harper training in an empty ballpark among visual representations of those numbers frantically emerging all over – from seat numbers to scoreboards to section numbers. The film ends on a monumental shot of his feet rotating on home plate, illustrating that in a sport dominated by numbers, the genesis of Harper's brilliance comes not from statistics, but from the first step and pivot in the batter's box.

UNDER ARMOUR LAUNCHES "IT COMES FROM BELOW", A MULTI-SPORT CAMPAIGN FEATURING BRYCE HARPER, CAM NEWTON AND UNDER ARMOUR RUNNING

In the fall of 2016, Under Armour will release an additional short film that will feature another league MVP, Cam Newton. This film, as well as the Harper spot, was created in collaboration with agency partner Droga5. "It Comes From Below" focuses on the overlying theme of footwork, and each piece of content was inspired by the individual athlete and how their unique...


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