News | November 7th 2023

Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

Crafting a creative framework for an athletic powerhouse

Under Armour announced the launch of its "UA Rewards" loyalty program, highlighted by Train Your Game, an exclusive, Masterclass-style video series showcasing performance training from the most trusted experts in the world.

Train Your Game was developed, produced and launched by Under Armour in partnership with Code and Theory.

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Train Your Game was created to inspire sign-ups for Under Armour's loyalty program through curated content that spoke directly to its audience. The team produced the series in the US and UK in less than eight weeks. We worked with the world’s top sports experts to bring to UA's loyalty members elite and comprehensive training. The featured experts are globally renowned, training the world’s top athletes in the NBA, MLB, NHL, NFL, MLS and Olympics.

The overall direction was built to work seamlessly with their revamped brand campaign: “Protect This House.”

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Through purchases, product reviews and taking advantage of UA's MapMyRun Challenges, UA loyalty members earn points and access to an array of exclusive content, highlighted by Train Your Game.  

Check out UA Rewards here.

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