Global sports performance brand, Under Armour (UA), has launched new brand platform, 'Live in UA', designed exclusively for the Australian market.

The local campaign was created in-house and produced by by Lauren Earl and Belinda Liana of LE Studios. The creative features a range of sports and fitness talent, including UA athlete and professional rugby union winger, Mark Nawaqanitawase.

The campaign showcases an expanded range of apparel, footwear, and accessories, catering to every aspect of an athlete's journey, from training and recovery to everyday living. It will be featured by trade partner, Rebel, through their in-store and online channels as well as a media campaign across retail out-of-home, BVOD and paid social.

"At Under Armour, we believe that every moment is an opportunity to perform at your best," said Managing Director at Under Armour Australia and New Zealand, Fernando Reani. "With the 'Live in UA' collection, we're redefining athletic wear by providing our customers with versatile pieces that seamlessly adapt to their dynamic lifestyles, whether they're going out for a run, sweating it out at pilates or heading out for a casual day."

Nawaqanitawase praised the brand for delivering quality sports performance gear that he said was "integral" to his success. "But as someone who lives in activewear, even outside of training and competition, it's fantastic to see elevated styles that seamlessly integrate into my everyday wardrobe. With the 'Live' collection, I can take that performance with me wherever I go."