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Under Armour Basketball

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How do you break into the basketball category that's conquered by the big brands? You create a place for athletes who are passionate about the game of basketball, not the hype surrounding it.

Agency: Crispin Porter + Bogusky

Anthem spot

:15 Web videos

Shoe launch

We had started a movement where the game of basketball was all that mattered. Then, with perfect timing, the business of basketball stopped, and the NBA went on strike. So we put our star, Brandon Jennings, to work—selling his shoes to the fans who kept going to the courts—even while the pros didn't.

The bus tour

One of the activations for this launch was a multi-city bus tour to visit high schools around the country. UA athletes came to work out and play with the students, and put on free exhibition games open to the public. The tour was picked up by all major basketball publications.

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