Site of the Week: Slay Your Next GiantBy Dillon Vita-Finzi
March 28, 2016
Last September, Under Armor launched its “Slay Your Next Giant” campaign. With it, they premiered a brilliant microsite exploring obstacles athletes overcome at every level of their game. The microsite features six soccer players ranging from the age of seven to the age of 21. Each have a brief bio and a goal they hope to achieve in their sport.
The site is bold and crisp. Its use of imagery and music build suspense and drama. It sells you on a product without shoving that product down your throat. It is, by itself, a fantastic extension of the Under Armor brand. That being said, one of the more fascinating elements of this site, and the reason we decided to feature it as our Site of the Week, is not its brand messaging, but its use of video content as promotional material.
As mentioned in our Big Idea, Video Killed the Radio Star: Using Video on Your Websites, "online video will eventually beat down the slumbering mix of text and photos on most modern websites." It's almost as if we're witnessing a form of online multimedia Darwinism–and this makes sense. When done right, video holds promise for the delivery of bios, service pages, industry pages, firm overviews and thought leadership in thought provoking, engaging and memorable ways. Under Armor’s use of video follows this formula and creates a narrative that is unique and interesting.
Under Armor’s homepage features six soccer videos layered on top of each other, and strung together with a singular voiceover. Each video is shot in exactly the same style, containing the same camera angles, themes and content. The only differences are the setting and the subjects. This makes for an extremely cool visual narrative that tells its audience, regardless of age or situation, if you have a goal, the only thing stopping you is you. By using the up and down arrows, the user can switch between videos, hoping from one story to the next.
This is a fantastic feature that has many applications in the professional service industry. Using videos in this capacity could allow for larger national or international firms to show a level of synergy despite locations. Filming several videos in this manner could allow for a switch between locations and encourage that feeling of security and brand stability; reassuring clients and potential clients regardless of where they are, they can expect the same level of quality. Check out Under Armor’s site, today.