Under Amour + HYPERBOLIC "CRUSH THE LIMITS"
CRUSH THE LIMITS boldly leverages all media touchpoints to feature some of the world’s best kid athletes as they represent Under Amour’s first-ever launch of a youth outerwear collection.
HYPERBOLIC, an award wining NYC creative agency, is proud to announce the launch of Crush The Limits—the rallying cry for Under Amour’s first ever fall/winter Youth Outerwear collection launching today throughout North America. Dimitri Falk, Chief Creative Officer and founder, exclaims: “The goal of Crush The Limits was to capture the swagger of the UA attitude in a way that speaks directly to kids without alienating parents. In short, we wanted something bold and authentic that would break through.”
HYPERBOLIC was responsible for all aspects of the Crush The Limits campaign including brand and behavioral strategy, ideation, art direction, video and photo production.
Crush The Limits drops on September 20th and will be refreshed over the next six months on all Under Amour owned media platforms, traditional media, POS, events and the athletes' social channels.
A CAMPAIGN WITH GRIT
Crush The Limits is about what it takes to be truly GREAT at any age—on and off the field. What is the heart and soul of a champion? Is achieving peak performance something you’re born with, or is it the will to grind it out harder than anyone else? The answers: It’s all about the swagger, the heart, the discipline, and the humility of what it means to truly Crush It in life!
“First off, the advertisements that have been released to launch the line are bona fide cool... That’s high, high-level production value and the kind of flash you would expect from a LeBron James vehicle, not for an athlete who has yet to play a single middle school down, let alone one on a high school field.” - USA TODAY
“We were looking for a non-traditional agency that would be able to set a new bar creatively and strategically. HYPERBOLIC proved to be that partner. HB brought passion, creativity, thoughtfulness and insight every day. And most importantly, the work rings true and is beautiful and inspiring. Kids and adults will love them.” - Lucille Pagano, VP Brand Management Under Armour / Global Brands Group
THE LINE UP
HYPERBOLIC tapped Under Amour’s talent network and scoured the Internet to find seven world-class athletes that embody the Crush The Limits ethos. Our criteria: Exceptional talent, a significant presence on social media, and a passionate, humble spirit.
