← Back to work Digital Campaign · Day vs Night Challenge

Under Armour

A launch campaign for Under Armour's Flow Velociti Wind 2. One day, two times — dawn and dusk — and one question: are you a day runner or a night runner? Runners pick their side, sign up to win a pair, and join the Under Armour family with exclusive perks. We built the concept, the landing-page flow and sign-up form, then carried it into out-of-home and email.

The Day vs Night Challenge key visual — a male and female runner split by a red diagonal, with the Flow Velociti Wind 2 lockup and a 02:01 countdown
Client
Under Armour · Flow Velociti Wind 2
Industry
Sportswear · Performance Running
Year
2021
Scope
Web · Out of Home · Email

Day runner or night runner?

To launch the Flow Velociti Wind 2, Under Armour wanted to rally its running community around a single event — a challenge run held at two times on the same day, one at first light and one after dark. The creative idea splits the world in two: Day and Night, divided by a charged red diagonal, with runners choosing the version of themselves they are right now.

We turned that into a complete digital flow — a landing page that switches between day and night hero treatments, a sign-up form to register and win a pair, and a "pick your run" choice between Day Runner and Night Runner. The same bold, high-contrast system extends to street-level out-of-home and to the launch emails, all carried by Under Armour's own voice: the only way is through.

Campaign Concept Art Direction Landing Page Sign-up Form Out of Home Email
The key visual
Night key visual — a runner mid-stride beside the Flow Velociti Wind 2 shoe and the 'THE ONLY WAY IS THROUGH' motif
The landing page
Landing page, day version — bright outdoor hero, event time, the shoe, and Day Runner / Night Runner choice
Landing page, night version — dark urban hero with the same Day vs Night Challenge flow
The Day vs Night Challenge landing-page flow shown across three desktop screens
The sign-up form — name, email, sizes, running team and sponsorship questions, and terms
Pick your run
Day Runner tile — a runner checking her watch in morning light
Night Runner tile — runners sprinting through an underpass at night
Out of home
Street hoarding, day version — the Day vs Night Challenge key visual with checkered flag and 02:01 countdown
Street hoarding, night version — a night runner alongside the floating Flow Velociti Wind 2 shoe
Email
Launch email — Day vs Night Challenge invitation with sign-up call to action
Launch email — 'Inscríbete y gana unas UA Flow Velociti Wind 2' with the product shot
The only way is through.
Under Armour — brand line
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