For the SS25 season, our agency partnered with Under Armour to craft a bold creative production that speaks directly to the relentless spirit of modern athletes — those who live to defy expectations, break barriers, and shake up the sportive world. At the heart of the campaign is the UA Unstoppable Collection, envisioned not just as performance wear, but as the perfect uniform for challengers — those whose every move is a push against doubt, whose every win is a statement.

We tapped into the universal pull of the underdog narrative — modern-day fairytales of grit, struggle, and triumph. These are the stories that move us: the underestimated, the overlooked, the doubted. They Shake the Game. This mindset becomes more than motivation — it becomes identity. It moves beyond the field, court, or track, shaping how they carry themselves, even in what they wear. Because every challenge, physical or mental, deserves its own kind of armour. To embody this spirit, we brought together two powerhouse athletes: Malick Thiaw and Myriam Sylla — icons of determination, strength, and quiet defiance. Their stories ground the campaign in authenticity, making the creative output both emotionally resonant and visually impactful.

Deliverables included a full-spectrum creative campaign across digital, social, and retail; key visuals and storytelling assets for launch and amplification. Through this project, Under Armour’s "Shake the Game" campaign for SS25 becomes a rallying cry — not just for elite athletes, but for anyone who dares to defy expectations and push further.