SDL Marketing Solutions wraps major Under Armour project

Original poetry commissioned by sportswear retailer, Under Armour, to celebrate trailblazing female athletes, was recently adapted into nine languages for use across more than 20 countries over a three week period by SDL Marketing Solutions.

The latest part of the global Under Armour campaign ‘Unlike Any’ coincided with the 2018 Winter Olympics. Spoken word artists were paired with six Under Armour athletes, including World Alpine Champion Ski Racer, Lindsey Vonn, and commissioned to write and perform poetry crafted for and inspired by each. The films, directed by Georgia Hudson through Agile films, combine the words and fluid movements of each athlete, captured in 360-degree rotations.

“This was a beautiful, creative and very personal vision of amazing journeys by these athletes, which we brought to life for Under Armour’s global community,” says Simon Moore, Global VP, SDL Marketing Solutions. “We go to painstaking lengths to ensure the copywriter fits the specific brief, to ensure we deliver the most sensitively nuanced content. This is one of the most challenging creative projects I have ever been involved in, and one of the most satisfying to see come to fruition.”