Under Armour - Grind Now Glory Later

Agency
72andSunny

Director
Judith Veenendaal

Photographer
Luca Sage

Prod. Company
Stink Films

Role
Lead Creative: Concept, Art Direction&Design

Heading into the 2022 Qatar World Cup, Under Armour faced a unique challenge—how do you run a World Cup campaign without being at the tournament? While competitors ran multi-millions ads running throughout the event, we took a different path. Instead of chasing the spotlight, we chose to speak directly to those who never stop.

Our ballers didn’t have the luxury of a month in the sun, playing on pristine pitches. Their seasons didn’t pause. Through the cold, the rain, and the darkness of winter, they kept training, pushing forward when no one was watching. So we created a campaign that honored their grind—one distilled into a single, powerful mantra: Grind Now, Glory Later.

And just when no one expected it, we made our move. Right after the final whistle. As the world tuned in for the first ad break after the World Cup final, we dropped our spot—an anthem for those who put in the work, no matter the conditions. Because while the world was watching football, they were out there grinding.

Launch

Ahead of England’s biggest matches, we lit up the city with bold tactical projections, immersing it in the Grindset mentality and making sure the message couldn’t be ignored.

OOH

We featured real London ballers, led by our hero, Mugisa—an academy player who lives the grind every day, waking before dawn and crossing the city just to make it to training.

Takeover

We brought our mantra to life with a bold, with a takeover of the iconic Piccadilly Circus Lights.
We crafted a dynamic display of Grind Now, Glory Later, lighting up the city the day after the World Cup final.

Masaya Kochi

幸地正矢

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