UNDER ARMOUR

Origin Stories

As Under Armour’s production company in Australia, TSE helped turn a single athlete shoot into an integrated campaign spanning product, partnership, and performance storytelling.

Under Armour’s Sports House strategy is reshaping the way performance brands operate in Australia. By securing team deals across key codes – then building athlete stories within them, UA has gone beyond traditional sponsorship. It’s a smarter, more layered way to show up in sport. When global footballer Douglas Costa joined Sydney FC (a UA partner) and signed as a UA athlete, it created the perfect moment to flex that strategy.

But this was more than just an announcement. UA needed to:

  • Introduce Costa as a global brand ambassador

  • Launch the UA Shadow Elite 3.0 football boot

  • Promote core sportstyle apparel

  • Leverage their Sydney FC partnership

All through a campaign tailored for retail, digital and social with minimal time on the ground.

Our Approach

This is where TSE excels: turning tight windows into long-tail value with a smart production strategy.

We developed a shoot and content strategy that mapped every frame to a campaign objective maximising what we could capture in a short time with Douglas, and ensuring every asset had a clear role to play across UA’s ecosystem.

From hero brand storytelling to in-store POS, from Instagram Reels to TikTok-specific cutdowns, everything was considered, crafted, and built for rollout.

Our role included:

  • Concept and content development

  • Athlete shoots – stills, video, interviews

  • Retail, social and digital creative

What We Delivered

On a single shoot day, we produced a full campaign suite:

  • Hero film – Origin Story – a personal, powerful narrative anchoring Costa’s journey to UA

  • Boot launch content – dynamic, product-led training visuals featuring the UA Shadow Elite 3.0

  • Sportstyle lookbook content – showcasing UA’s apparel in a culturally relevant, street-style context

  • Retail and POS imagery – high-res key visuals for in-store and digital retail

  • Social-first edits – short-form, platform-native content designed for Instagram and TikTok

  • Cutdowns and hype clips – driving energy, love and shareability

All tailored to UA’s strategic goals – from brand storytelling to product promotion to retail support.
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