Best Sports Online Campaign

Under Armour and IMG (a global sports marketing company), needed help in launching a new brand—Combine 360. The purpose of Combine 360 was to elevate combine training into its own category synonymous with Pilates, Yoga, Cross-fit and other well known systems.

Combine Training is a systematic program of challenges and workouts that embraces a flexible, open architecture approach to maximize every competitor’s unique performance, health and fitness potential. The basic element of Combine Training is challenges, which provide a comprehensive, measurable and cohesive structure of protocols, techniques and workload designed to raise performance output and results. Whether measured individually or grouped into workouts, these challenges are designed to drive you beyond your perceived limits.

At the time IQ became involved, Combine 360 was completely unknown to its prospective audiences of trainers, fitness enthusiasts, and college / high school athletes. The challenge was to assist Combine 360 in raising awareness and articulating its brand by clearly and simply explaining the value proposition.

To help crystallize Combine 360 to its prospective audiences, IQ created the “When Training is Your Sport” online campaign — a series of online videos that give purpose for the new style of training, educate our audiences and create an emotional connection with the new brand. Three short videos (“What is Combine Training?”, “Measurement”, and “Certified Trainers”) offer a bite-size, brand building quick impression. Two additional long-form online videos offer a deep-dive into the measurement criteria and more detailed information on combine training.

Contributors:

Chesley Lowe:	Creative Direction
Mike Boutte:	Art Direction
Marina Filiuhina:	Project Management
Stefan Sokal:	Motion Graphics Direction
Paul Korel:	Writing
Jimmy Milans:	Editing
Joel Edwards:	Audio
Ravi Mohan:	Account Direction
Cathy Thomas :	Producer
Christopher Wood:	Motion Graphics

IQ

Location: US