The Only Way Is Through

In the run up to Anthony Joshua’s fight with Oleksander Usyk, Under Armour were onboarded onto the platform by the sales department to create a TikTok exclusive content series which used the build up to AJ’s fight as a spring board. Working closely with key members of the Under Armour team, I pitched in a month long content series ‘The Only Way Is Through’ which would be released across both the UK and German Markets.

How we activated this content series was to record key lines with Anthony Joshua and footage from Under Armour promotional content, to create a series of ‘lessons’ from AJ himself which tackled the topics of motivation, conditioning, recovery and mental preparation. Once this was done, these were fed into four TikTok native Creators (two from the UK and two from Germany), and I worked closely with them to create weekly content which saw them tackle each of the themes set out by AJ.

Once the weekly campaign went live, we curated and collected all of the content and additional supplementary Under Armour materials in a bespoke H5 page, which acted as a landing point for the campaign on the TikTok platform, whilst also allowing shopping opportunities.