Under Armour sails shipping container down the Thames

Under Armour launched its latest UK-wide campaign with a stunt on the River Thames yesterday (7 September).

The players were stripped of their country colours to reveal an Under Armour baselayer
The players were stripped of their country colours to reveal an Under Armour baselayer

The sportswear company recruited Welsh Rugby Union (WRU) player Jamie Roberts and Canadian Jamie Cudmore for the unveiling, who accompanied a 1,300 square foot container as it made its way down the Thames.

The vessel contained a shipment of Under Armour baselayer product, and it featured an oversized image of six rugby union players on its outer.

The image showcased Roberts and Cudmore alongside Welsh player Leigh Halfpenny, England’s James Haskell, Jordi Murphy of Ireland and Australia’s Drew Mitchell, who were displayed across a total of eight shipping containers.

As the 30-metre long vessel passed under Tower Bridge, the image - which originally showed the players in their country colours - was removed to reveal an Under Armour baselayer. 

Christopher Carroll, director of marketing EMEA at Under Armour said: "We partner with the world’s top talent in rugby and our mission is to provide our athletes with cutting edge gear to help them train and perform at their best."

Roberts added: "It’s amazing to see yourself on the side of a 20ft high container but, that’s Under Armour, they don’t do things by halves. I’ve worn Under Armour baselayer for years, and they’ve powered me through the biggest challenges I’ve ever had to take on, when I’ve needed to put in my top performances."

Agency PrettyGreen delivered the event, which forms parts of a wider campaign that includes retail, social, digital and out-of-home channels.

More: Andy Murray signed for Under Armour activations

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