Championing the success of athletes from all disciplines, the sportswear brand’s new initiative will encourage fitness fans to reach their most aspirational goals. Through a series of immersive and motivational short films, Under Armour curates daily workout routines for attainable achievements and shines the light on common struggles faced by ordinary sportspeople in a bid to spark inspiration.
Whether it’s gym stars, amateur marathon runners or weekend football heroes, the brand looks to instil an air of confidence and familiarity through the campaign — as results on the field can only be reached through pushing boundaries and “living the challenge”.
Catering to sports enthusiasts and established figures alike, you can access “Live The Challenge” campaign videos as well as other interactive fitness solutions at Under Armour’s The Dubai Mall flagship store. Elsewhere, you can find more information on the brand’s website.