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.