Under Armour presents its third and final installment of its global footwear-focused marketing campaign “It Comes From Below” starring Carolina Panthers QB Cam Newton. Cam appears alone at the opening of the final installment; standing in a field of a dark and dense forest as the “Prince with 1,000 Enemies”. A voiceover narrative powerfully delivers the message that makes it very clear that Cam and Under Armour are out to prove; this is a “breakthrough” year for both the brand and superstar NFL QB. Check out the video and a a glimpse behind the scene of the marketing concept from UA below.
UA PR: With Cam intimately involved in the creative process of the spot, and the voice-over narrated by his mom Jackie, the content is deeply personal for Cam and the Newton family. The film is inspired by a passage from Richard Adams’ classic children’s book, Watership Down, which tells the story of a brave rabbit who must use all the skills he possesses to lead his herd. You see how Newton uses his speed, agility and strength to dodge falling trees and sprint through a foreboding forest; and while he uses his hands and shoulders to stay upright, the camera is focused on the explosive power he draws from his footwork that enables him to push beyond obstacles standing in his way. In the end, Cam’s hard work, perseverance, and WILL allow him to breakthrough.