The US sporting goods manufacturer Under Armour has entrusted NORDPOL+ with all central communication measures relating to its athletes and increasing brand awareness in the German market since 2016.
Strategic Brand Development
Under Armour is a leading product innovator in the sporting goods sector but is largely unknown in Germany and Europe. The challenge is to establish the brand and the I WILL story in the German market through athletes Mick Schumacher, Yusra Mardini, Jonathan Tah and FC St.Pauli.
NORDPOL+ develops and creates moving image content and benchmark campaigns for social media, retail and trade fairs with Yusra Mardini, Mick Schumacher and Jonathan Tah.
NORDPOL+ is also responsible for communicating the partnership with FC St. Pauli - in what are often difficult sporting conditions in the second Bundesliga. The company has created holistic seasonal campaigns such as "Fail. Fight. Come back stronger." and "Welcome Hell." whose highlight was the design and implementation of a very special players' tunnel. Digital campaigns have also been developed, such as Auswärtsspiel (The Away Game), a 25-minute documentary film about a 2018 trip to the USA.
As every year, Under Armour presents the club's new jersey. In 2019, there was a very special platform for the away-game jersey: Fans could cover the players' locker room with stickers and leave a personal message.