Under Armour presents the third and final installment of Under Armour’s global footwear-focused marketing campaign, “It Comes From Below” starring Carolina Panthers QB Cam Newton. The film, which features a voice-over by his mother Jackie Newton, launched today ahead of the Thursday night NFL opening game.
The campaign highlights footwork as a critical component and skill in every athlete’s arsenal, and underscores the brand’s commitment to creating world-class footwear that maximizes performance.
This film, entitled “Prince with 1,000 Enemies,” is Under Armour’s symbolic look at Cam’s journey, the obstacles he has overcome – and continues to overcome – and his efforts to push himself to be better and stronger each and every day
With Cam intimately involved in the creative process of the spot, and the voice-over narrated by his mom Jackie, the content is deeply personal for Cam and the Newton family. The film is inspired by a passage from Richard Adams’ classic children’s book, Watership Down, which tells the story of a brave rabbit who must use all the skills he possesses to lead his herd. You see how Newton uses his speed, agility and strength to dodge falling trees and sprint through a foreboding forest; and while he uses his hands and shoulders to stay upright, the camera is focused on the explosive power he draws from his footwork that enables him to push beyond obstacles standing in his way. In the end, Cam’s hard work, perseverance, and WILL allow him to breakthrough.