Under Armour Flow State Challenge
Open the game- Brand
- Under Armour
- Year
- 2022
- Objective
- Engagement
- Industry
- Sports
- Mechanic
- Challenge
Objective
Under Armour launched the Flow State Challenge to build excitement around the Flow Velociti Wind running shoe release during 2021. The campaign targeted runners who had limited access to competitive events due to pandemic lockdowns, aiming to reconnect them with their sport through a digital community challenge.
Solution
A 30-day digital running challenge where participants logged 30 miles through the MapMyRun app to enter prize drawings. The campaign integrated an Instagram AR filter allowing runners to visualize their entry into 'flow state' during their runs, featured a launch video with 12 elite runners filmed remotely, and supported regional activation through an influencer playbook. Prizes included dream run trips around the world for three winners.
Results
54,000 challenge participants completed the Flow State Challenge. The campaign generated 129 million video views through integrated paid media. The launch video received an A rating in consumer testing among 13-18 year-olds. The campaign won recognition at the Shorty Awards for Remote Production.
