Under Armour

Shane’s Prayer

Having just rewritten Under Armour's global brand strategy, and positioned the company for a big comeback, we jumped at the chance to help express that strategy in College Football, where Under Armour got its start nearly 30 years ago. The opportunity took the form of Shane Gillis, a rabid fan of Notre Dame, who himself made a huge comeback, hosting SNL twice after being fired from the show. Humbly and heretically, Shane asked god for a Notre Dame victory. His prayer wasn't answered, but based on the metrics, Under Armour's was.

A woman wearing sunglasses and a winter coat holding a sign with a message about luck and shane's prayers at an outdoor gathering during sunny weather.
A woman wearing sunglasses and a winter coat holds a protest sign reading 'DON'T NEED LUCK WHEN YOU HAVE SHAME'S PRAYERS' in a crowd at a sunny outdoor event.

See More Work

A protest or rally with a crowd holding a sign that reads "Win for Gillis!" with a yellow flower illustration and a photo of a man. The sky is clear and sunny.
A crowd of people gathered outdoors on a sunny day, some wearing winter clothing and hats, holding a sign that says 'Fightin' Irish, Answer Shane's Prayers!', with a large blue shamrock symbol on it. In the background, there are modern skyscrapers and a construction crane.

Beyond the impressions generated from the video, fans actually showed up to the National College Championship game with signs, generating brand interest that far outstripped the spend.