Our launch concept turned traditional football marketing upside down. Instead of focusing on big-name stars we showcased the unsung heroes of European amateur football and the real consumers of these boots.

The result: the Under Armour 11, a genuine test team recruited and cast from the best semi-pro clubs across Europe to wear-test and evaluate UA’s new boots.Each footballer was given an extensive video profile representing different playing styles, local weather conditions and related boot features.

This rich-media platform was supported by a broad social media seeding and word-of-mouth campaign, and fully integrated point-of-sale materials in sports stores.

The UA11 effort was a success. It spread across boot purchasers’ favourite channels, was praised by sports apparel thought leaders, and beyond the web earned attention in key market broadcast media. The Football Boot Awards 2009, widely referred to as the Football Boot Oscars, shortlisted UA’s boots. A real accomplishment considering it was Under Armour’s first football foray. Some team members also saw their careers take off since joining the UA11, helping to position Under Armour as the brand of grassroots heroes.Best of all, the boots sold out while player evaluations are actually shaping the next wave of products.