Under Armour US appoints Melbourne-based agency Archie + Fox for global social content

Under Armour US has appointed Melbourne-based agency Archie + Fox to support the brand’s global social content, with a focus on creating social-native campaigns that combine product innovation with a distinctive visual aesthetic.

 

The partnership marks Archie + Fox’s continued expansion into the US market and follows the appointment of the agency’s new Creative Director Jaimee Searle, who previously worked with Under Armour during her time at Seven Bucks, the company co-founded by Dwayne Johnson.

Searle said she was excited to reunite with the brand in her new role: “Under Armour has always been a brand that’s willing to push creatively, so bringing that relationship to Archie + Fox is incredibly exciting.

“While Archie + Fox is best known for our work in the beauty space, this partnership is a great opportunity to showcase the breadth of what we’re capable of. We’re excited to bring our storytelling approach to a new category and create work that feels native to social while still delivering a premium, cinematic look and feel.”

The first round of content focuses on Under Armour’s signature Infinity Bra and Meridian Legging, with a second project already in production.

 

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