The Flow State Challenge.
Under Armour tasked me and the team at We Are Social New York to develop a social campaign supporting their biggest run release of 2021, the Flow Velociti Wind. The only catch: due to surging COVID-19 cases, the global shoot would need to be fully remote and self-shot by a dozen UA runners on four continents. Easy, right?
So we got right to work. We launched the Flow State Challenge on Under Armour’s running app MapMyRun, to runners an opportunity to enter their Flow State, with 3 winners who logged 30 miles in 30 days rewarded with a trip to take their dream run around the world. To kick off the challenge, we produced a remote launch video that saw 12 elite runners from around the world come together to push the running community to participate in the challenge and unlock their Flow State. In addition to the video, we also launched an Instagram AR filter for runners to create content with, to bring to life the moment on your run when you step through that threshold and enter into another place—a place where you’re lighter, focused, and faster—your Flow State.
