CANADIAN ATHLETES “RIDE THE LIGHTNING” IN ELECTRIC NEW UNDER ARMOUR CAMPAIGN

CANADIAN ATHLETES “RIDE THE LIGHTNING” IN ELECTRIC NEW UNDER ARMOUR CAMPAIGN

150 150 Paradigm PR

UA

 

Carey Price and Kaylyn Kyle blow the lights out in new spot to showcase Under Armour’s Charged Cushioning Footwear technology

 

TORONTO (August 25, 2015) –NHL MVP Carey Price and Women’s World Cup standout Kaylyn Kyle are featured in an electric new campaign from Under Armour (NYSE: UA), designed to bring the global performance brand’s new Charged Cushioning™ footwear technology to life. The commercial, entitled “Charged Cushioning: Feel Charged” debuted last night and features training scenes in which the Canadian athletes literally pull energy from the ground with each stride or change of direction, resulting in power outages all around them.

 

Under Armour’s Charged Cushioning is a unique foam technology, which absorbs impact and converts it into a responsive burst, making each stride or change of direction explosive. The technology is incorporated across Under Armour’s footwear line. In the spot, Carey Price grinds through an intense gym session in UA Charged One Trainers and Kaylyn Kyle tackles stadium stairs in the UA Charged Bandit Running Shoes.

Price shot his scenes for the commercial fresh off of sweeping the Hart Trophy, Vezina Trophy and Ted Lindsay Award at the 2015 NHL Awards.

 

“I’m off of the ice for most of the off-season. I get in the gym and really work on my strength and explosiveness,” says Price. “Under Armour develops the most innovative training footwear and gear that power me through summer workouts. The Charged Cushioning in the UA Charged One Trainers is extremely responsive. I can tell the technology is working just as hard as I am.”

 

“We conceptualized this commercial as a way to illustrate the power exchange that takes place with every step in Under Armour’s Charged Cushioning. The first step and every change of direction are explosive and the commercial illustrates that,” says Matt Shearer, ‎Vice President & Managing Director, Under Armour. “It also celebrates our athletes’ grit, determination and the hard work that goes into competing at the top level.”

“I love that Under Armour celebrates training,” says Kyle, who plays for Portland Thorns FC in the National Women’s Soccer League and represented Canada at the FIFA Women’s World Cup this summer. “Most of the time people see athletes on game day but it’s the work we put in when no one’s watching that really makes the difference. It’s an honour to work with Under Armour because they get that. They focus on innovation in order to design gear that helps athletes get more out of each workout.”

Metallica’s “Ride The Lightning” is a fitting soundtrack for the spot’s electric training scenes. The ad can be seen here: http://youtu.be/MXof7GZrZvU.

 

The Under Armour spot was shot at the Okanagan Hockey School and surrounding neigbourhood in Penticton, B.C. and the Apple Bowl Stadium in Kelowna, B.C.

 

The Under Armour spot will be airing on Sportsnet and TSN. It will air on CTV at the start of the NFL season. Digital execution will include ESPN and Sportsnet homepage takeovers, and placement throughout the Google display network.

For more content visit youtube.com/underarmour and to join in on the conversation follow @UnderArmour on Twitter, Instagram and record.underarmour.com/.

 

About Under Armour, Inc.

Under Armour (NYSE: UA), the originator of performance footwear, apparel and equipment, revolutionized how athletes across the world dress. Designed to make all athletes better, the brand’s innovative products are sold worldwide to athletes at all levels. The Under Armour Connected Fitness™ platform powers the world’s largest digital health and fitness community through a suite of applications: UA Record, MapMyFitness, Endomondo and MyFitnessPal. The Under Armour global headquarters is in Baltimore, Maryland. For further information, please visit the Company’s website at www.uabiz.com.