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Under Armour: Access to Sport
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Based on extensive research underscoring the 'endless and critical' benefits for youths who participate in sports – and their communities – Under Armour's commitments to reducing access barriers are rapidly scaling up. Following the US launch in January, its 'Gift of the Game' brand campaign is now being deployed globally. Behind the 90 second 'Access to Sport' anthem film, and other cinematic assets focusing on a trio of young athletes, stands director Andre Stringer, and his multidisciplinary teammates at LA-based creative collaboration company DOMO. Drawing on his decades long history with the brand, André served as DOMO’s executive creative director and director. DOMO’s team also included managing partner Rani Melendez, creative director Julian King, associate creative directors Ginger Boyd and Christopher Fung, and numerous other creative talents. Through the exhaustive, research-driven development process where DOMO served as a creative partner to Under Armour’s in-house team, the breakthrough creative solution sprang to life.
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