Under Armour rolls out #WEWILL campaign to support Hurricane Harvey victims


Under Armour has rolled out its #WEWILL campaign to show its support to the victims of Hurricane Harvey. Under Armour has partnered with Team Rubicon, a first responder organization who deploys former service members to emergency situations.

Under Armour aims to support Team Rubicon by helping the security of all the affected by the hurricane, stabilize the community and help them get back home and finally, helping kids to return to school and sports.

The campaign which is an expansion of their previous #IWILL campaign, believes that sports has the power to change and unite the world. The ad, featuring global Under Armour athletes and Thomas Mouton’s Adventure by Mindsight song in the background, is an amalgamation of some of theprevious Under Armour ads.

Under Armour in a statement said: “At Under Armour, we believe that sports can inspire, unite, and even change the world. We see it break down barriers and unite people of all backgrounds in arenas, stadiums, and playing fields. We see it inspire little girls and little boys to believe in themselves. We see it when teams, leagues, athletes, fans and you answer the call for help when disaster strikes.

We created this video before the impact of Hurricane Harvey, where we’ve all now witnessed the devastation that’s been caused. As we send our thoughts and prayers to all those affected, and as a brand that’s now making the bold statement that sports can change the world, it’s our job to demonstrate how we are doing more.”


This article first appeared in www.thedrum.com

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Taruka Srivastav

I march to the Indian beat of The Drum.

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