Under Armour

Client Case Study

Under Armour was founded in 1996 by Kevin Plank on the premise of making a better T-Shirt for American Football Players. Since then the company has redefined the way athletes dress and is now one of the key sports apparel brands in the world.


Multiple – Coverage of Brand Activations & Events in the North West.

Key Production Elements

  • Pre-production Development & Storyboarding
  • Filming & Photography
  • Edit & Grade

Benefits of using Fettle Digital

  • Local production resource for high quality video & photo content​
  • Experience organising multi-camera shoots in fast paced environments​
  • Reactive service with brand aligned high quality output 


Ben produced coverage of a number of ‘Above the Line’ promotional activities for Under Armour. These were fast moving, multi-camera and multi-location shoots with only one chance to capture the required material!

As well as Brand Activations in Manchester & Leeds, projects included a video for one of the Under Armour ‘Armour Camp’ events held at the iconic Victoria Warehouse in Manchester. This required three camera units, a separate drone unit and photographer to obtain the coverage required.

The Armour Camp concept revolved around a team of highly experienced instructors leading a large group exercise session. In this case there were 300 attendees and activities spread over a large area. All elements of the video production were handled in-house, and resulted in a dynamic and energetic set of assets.