When Under Armour and philanthropic organization She Plays We Win teamed up to launch an initiative to empower girls in sports, they tapped playworkgroup to help transform the idea into a campaign and movement. We joined forces to produce a compelling, engaging and uplifting campaign designed to introduce girls and young women to the mission of She Plays We Win, while building on Under Amour Girls’ core values of community, authenticity and style. We developed a creative and strategic direction that integrated interactive content with playful, inspiring language and visuals.

The result | A multimedia campaign that propelled the Under Armour Girls brand into the cultural conversation, empowering young girls and women in sports along the way.