Under Armour New Prototypes at Super Bowl

Under Armor, the US sports clothing company, is launching the New Prototype cross trainer shoe with a Super Bowl ad. The 60-second spot will be airing early in the first quarter and kick off a huge new campaign for the shoe, which will be available May 3rd. This is the first time Under Armor has advertised in the Super Bowl.

Jen Hudak in Under Armor TV ad

The 60 second ad points to www.underarmor.com/prototype where customers can pre-order shoes with recommendations on what model to choose based on their sport need.Teasers are available there as well as on the Under Armor YouTube channel. The spot on Sunday will feature 27 athletes, including Tom Zbikowski, Jeff Samardzija, Alfonso Soriano, Josh Vitters, and Cat Osterman, NFL player and Under Armour ambassador Eric Ogbogu.

In the meantime here’s three 15 second teasers…

Vernon Davis in Under Armor TV ad

Vernon Davis in Alley

Vernon Davis, NFL tight end for the San Francisco 49ers, walks through an alley rolling a tire. He stops to pick up a red flashing box…

Click on the image below to play the video.

Jen Hudak in Freezer

Free ride skiier Jen Hudak turns a wheel to release air into a glowing New Prototype box…

Click on the image below to play the video.

Carl Edwards in Garage

NASCAR champion Carl Edwards works out in a futuristic garage. He’s distracted by a red flashing box…

Click on the image below to play the video.

And the final 60 second spot. The game has changed. It all starts today! You are the new prototypes!

Click on the image below to play the video.


Filming was shot by director Ericson Core via Backyard Productions, Los Angeles (Director of Invincible, and director of photography for Daredevil and The Fast and the Furious).

Visual effects for Under Armor City were developed at Asylum, Los Angeles, by a team of 46 graphic designers, many of whom worked on 300 and The Matrix.

Carl Edwards in Under Armor TV ad

Athletes featured in Under Armor

Winter/Outdoor: Kimmie Meissner, Dash Longe, Jen Hudak, Lindsay Jacobellis
Football: Eric Ogbogu, Vernon Davis, Ray Lewis, Bob Sanders, Patrick Kerney, Eric Weddle, Brandon Jacobs, Tom Zbikowski.
Running: Chris McCormack
Tennis: Todd Oudsema
Golf: Hunter Mahan
Soccer: Casey Zimny
NASCAR: Carl Edwards
Baseball: Alfonso Soriano, Garrett Atkins, Jeff Samardzija, Josh Vitters, Billy Rowell, Michael Burgess, Chris Marrero
Softball: Cat Osterman, Lovie Jung, Caitlin Lowe