Beyond Zen: Under Armour’s Infinite Elite Campaign
Running is often portrayed as an effortless, zen-like experience that brings inner peace. But while the benefits of running are undeniably good for well-being, energy levels, and mental health… all runners know that it can also be really tough.
This was the innovative perspective of Under Armour for the Infinite Elite FW ’24 Campaign, a 360-degree global campaign featuring influencers Yaz Johnson, Daisy Karyna, Enoch Freeman, and Tom Trotter. In a series of short films, produced by Amsterdam-based creative agency Woven and directed by Salim Adam, we follow these runners as they attempt to push their boundaries and test a shoe that has proven to elevate performance in a variety of ways.
A goal that resonates with a brand whose declared mission is to “be better, stronger, and more focused than anyone else out there”.
