by Stephen Garner

Athletic lifestyle brand Under Armour has unveiled its newest global marketing campaign. Driven by the tagline “It Comes From Below,” the campaign shows that every great sporting moment starts with the feet and that strong footwork, while often overlooked, provides the foundation to defy expectations and achieve athletic excellence.

In time for the 2016 MLB All-Star Game presented by MasterCard, the campaign debuts with a television and digital spot and will continue with a number of digital content extensions featuring reigning National League MVP and four-time All-Star, Bryce Harper. In the campaign film “Numbers,” Under Armour tells Harper’s story through the voice of his high school coach, Sam Thomas. As he points out the numbers that have put pressure on Harper throughout his career, we see Harper training in an empty ballpark among visual representations of those numbers frantically emerging all over – from seat numbers to scoreboards to section numbers. The film ends on a monumental shot of his feet rotating on home plate, illustrating that in a sport dominated by numbers, the genesis of Harper’s brilliance comes not from statistics, but from the first step and pivot in the batter’s box.

“‘It Comes From Below’ shines a light on a universal truth in sports – that each and every great sporting moment is driven by the power of strong footwork,” said Adrienne Lofton, Senior Vice President, Global Brand Marketing, Under Armour. “When we took a hard look at what really sets our athletes apart, it became clear that the journey to greatness starts from below. Beyond recognizing the importance of footwork, we are committed to creating the most innovative, game-changing footwear on the planet for all athletes.”

“I’m excited to be partnering with Under Armour on this campaign that speaks to my journey in baseball and what I keep driving towards, now and in the future,” said Harper. “My game has always started from the ground up, and that is something I take great pride in. Few understand the importance of perfecting footwork as a core component to their game.”

The brand will launch the fully immersive campaign through both traditional and digital channels, with YouTube, Snapchat, Twitter, Instagram and Facebook and more playing pivotal roles in the distribution of the campaign message.