The campaign aimed to make Trent look statuesque to showcase Under Armour in a way that makes JD consumers believe in the brand. We defined an iconic silhouette for Trent Alexander-Arnold and combined this with a powerful campaign message, 'Homegrown Champion'. Capturing content with Trent in various environments, we highlighted his character traits through single images.
In-store, we used a variety of different pieces of powerful imagery in point of sale. This concept is simple and clean yet extremely impactful across all consumer touchpoints. A campaign extension for social media, featuring 'The Kid', focuses on Trent’s journey as a homegrown talent - from growing up playing football on the streets to where he is now.
This creative also highlights the attributes required to become a Champion and links these to the core Under Armour brand elements. With the help of their hero, a young Liverpool fan tells us what they think makes a champion - the four key attributes of focus, humility, determination & defiance. Each scene is used to show the viewer a different attribute which the fan believes is crucial to the makeup of a Champion.
