UNDER ARMOUR

Role: Brand strategy and campaign director.

Challenge: Under Armour had very low awareness and little 'love' in Europe. Seen as very aggressive - almost military.

Insights: Sponsor key European sports - primarily football. Champion the 'big battler' in the squad. Big shooter in football, big hitter in golf, etc. Train the athletes across sports to reach new audiences faster.

Creative: New Battles New Armour.

Ambassadors: Tottenham Hotspur squad (Football), Brandon Jennings (Basketball), Jamie Roberts (Rugby), Georges St-Pierre (MMA), Lindsey Vonn (World Cup Skiing)