Knowing that less than 10% of the general population was aware of UA running footwear, Under Armour was in need of establishing their running shoes to new markets. With a strong understanding of the time and care that runners devote to their shoes, we handcrafted a campaign which would bring followers along for the ride as 7 high-profile influencers embark on their training journey- both mentally & physically. From day one through the finish line, these Instagrammers showcased Under Armour's HOVR Infinite running shoe—driving traffic, building awareness, and positioning the product in front of long distance runners and marathon racers across major US cities.