Under Armour / #OutworkEveryone

For any basketball brand, the time between seasons can be long and on social, pretty quiet. Knowing Under Armour wanted to keep the conversation going after the season, they reached out to Narrative_ to help them get people talking.


Extend the brand’s basketball rallying cry, #OutworkEveryone, across social channels in a cohesive way.


Create a robust social activation that works across multiple platforms with athlete-driven content.

To do it, we conducted one-on-one Skype interviews with Under Armour’s main roster of basketball athletes to deep dive into stories that explained how they #OutworkEveryone.

The captured audio was then used as the foundation for a high-octane video campaign, which served as a teaser for never-before-seen athletes quotes.

Under Armour was able to distribute the assets across their social channels, resulting in an uptick in @UABasketball social following and increased conversation around #OutworkEveryone, which helped the brand engage with fans long after the season had wrapped.