Under Armour – Run Verboten

Under Armour wanted to break into the running category in Germany, adidas’ home territory, but they had no credibility or awareness there. So, as thousands of marathoners flocked to Berlin to all run the same adidas-sponsored course, we encouraged Berlin runners to challenge the status quo, because convention is the enemy of progress.

The campaign turned Under Armour into the most talked-about running brand in the country, and made adidas look like conformists in their own backyard, during their own event.