Under Armour
Every Side of Strong
Amidst life’s chaos, there exists a sanctuary — a place where the echoes of determination reverberate and the spirit finds solace. Because strength isn’t measured solely in the high intensity moments, it’s also measured in the calm.
Every Side of Strong is a social-first campaign for Under Armour’s Project Rock that invites in a new, fresh audience and celebrates strength in every form. It is a multi-dimensional line and can flex in so many directions. It’s motivational. It’s celebratory. It’s unifying.
In the first half of the campaign, we step into The Rock, Lindsey Vonn, and Ariel Belgrave’s sanctuaries and see where they go to get their mind right to make their body even stronger.
Every Side of Strong is a campaign that welcomes people to the strength training community in a social-forward way. With a goal of expanding the definition of strength beyond just muscle.