Under the Armour content series showed how athletes use things outside of sport to get their head in the game and increase mental strength. The first episode told the story of Anthony Joshua preparing for this next title fight and the creation of a custom walkout track to help get his mind right on the night.
The second episode told the story of DK Metcalf using his tattoos as warpaint. They remind him who he is and what he stands for.
After the social series launched we followed up with a film reminding athletes that every game is a mind game. If you want to train your game, train your mind.
Campaign OOH - 5th AVE NYC & London Tube.
