NIL Creator Program
Content Strategy + Partnership Management
Summary
As part of Under Armour Running’s social strategy, we wanted to partner with collegiate track & field athletes to create fun and engaging content that was authentic to both athletes and the UA brand, centered around the launch of the UA Infinite Elite running shoe.
Our goal was to create content that highlighted the all-new UA Infinite Elite, while also engaging and entertaining our target 16-24 year-old audience and the larger running/track & field community.
Athletes each created 2-3 videos for IG Reels highlighting the shoes in their own unique style and speaking to the authentic experiences of Division I Track & Field athletes. Athletes were selected across a variety of event disciplines to fully encompass accurate this unique and diverse team sport.
Performance Summary (Organic):
Total Posts: 15
Total Plays: 5.1M
Total Reach: 3.9M
Total Engagements: 27k