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Under Armour launches next chapter of footwear campaign

Under Armour launches next chapter of footwear campaign
Under Armour's latest add features runners in the mountains of Colorado, many of them in the new Charged Bandit 2 shoe. (Courtesy Under Armour / Baltimore Sun)

Under Armour launched the next chapter of a footwear campaign unveiled earlier this summer, with the latest focus on running.

The newest ad in the "It Comes From Below" campaign highlights an Under Armour sponsored running event, UA run Camp: Elevation and the more than 30 athletes from urban run crews who participated.

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The campaign is timed for the release of the UA Charged Bandit 2 running shoe, to be offered for sale this fall and already available online for $99.99.

Under Armour's footwear category now accounts for 17 percent of its sales and is seen as a key growth driver in competing with the much bigger Nike.

"Under Armour has emerged as a leader in running over a short period of time and we have no intention of slowing down," Fritz Taylor, vice president of running footwear, said in Under Armour's announcement Monday.

The campaign also highlights the brand's emphasis on digital and mobile advertising and is being promoted on YouTube, Snapchat, Twitter, Instagram and Facebook. The first ad in the campaign, "Numbers," featured Washington Nationals baseball star Bryce Harper and his high school coach.

The sports apparel brand is looking for runners to take part in its next two-day run camp, which the company says will be held in a "secret" desert location later this fall.

"With the first event in the mountains of Colorado, we created an experience to express our commitment to the running community and to prove we are maniacally focused on creating best-in-class footwear for dedicated athletes who rely on their footwork to take their challenges head on," Bryan Offutt, vice president of global brand management, said in the announcement.

Runners from participating countries can win a spot at the camp by posting a photo of themselves before, during or after a run, sharing runs through the brand's MapMyRun or Endomondo digital apps and including a statement explaining why they should attend with hashtag #earnyourspot or in Canada #earnyourspotca.

lorraine.mirabella@baltsun.com

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