Creative & digital agency We Are Royale recently partnered with Under Armour to create a hero film for the brand’s HOVR line of shoes featuring new proprietary foam technology. The connected “zero-gravity feel” shoes, which launched in stores and online on February 1st, also lets users track their runs via the updated MapMyRun app without having to charge third-party devices or remember to hit start in a workout app.
The film ushers in the HOVR Phantom and HOVR Sonic running shoes in high-energy fashion. Under city lights, a lively crew of runners sprints and leaps their way through urban obstacles, while macro level visuals of the foam and “Energy Web” technology combine to create the “zero-gravity” feel of HOVR.
The partnership between Under Armour and We Are Royale led to one of the brand’s most successful campaigns, selling out the initial stock of the UA HOVR Phantom in less than five days!