By Matt Moore
Under Armour has launched its first real campaign with its new stable of basketball players including Kemba Walker and Derrick Williams. The concept is built around "Are you from Here?" with "Here" being that mystical place where competition is all that matters, dribbling is poetry, and the journey is more important than the destination. "Here" is also code word for "getting your face kicked in in practice so you can be the best you can be." The ad features the new stable (Williams, Walker, along with signature athlete Brandon Jennings, and without Greivis Vasquez) in a series of grueling practice sessions in various training centers.
It's not bad, even if it's low on brand exposure for the athletes themselves. Maybe that will come with subsequent spots. It's not bone chilling, but it got a little frosty.
Here's the ad, via Dime.