Under Armour and US Speedskating Gear Up For the Next Chapter - Ad Analysis

This ad from Under Armour is a calculated strategic move, born from a moment of brand crisis. Following the 2014 Sochi Olympics, where their much-hyped Mach 39 suits were widely blamed for the US Speedskating team's failure to medal, Under Armour had more to do than just sell a product; they had to rebuild trust. [3] This 2018 film for the Pyeongchang games is their public response, and it wisely chooses the path of a highly-stylized, tech-forward Product Demo over a more emotional, narrative-driven approach.

The core insight driving this work is that for the most demanding athletes and informed fans, tangible technological advantages are more compelling than abstract emotional stories. After a public failure of technology, the only way forward was to transparently showcase the new technology. The execution follows a clear Demo structure. It begins with a hook: a mysterious, elemental CGI skater made of ice, gliding on a dark rink. This establishes a sense of raw power and the fundamental nature of the sport. The 'problem' is visualized as this ice form begins to glow red at points of stress and friction. The 'solution' arrives when the ice shatters to reveal the real athlete in the Under Armour suit. From here, the ad becomes a visual spec sheet. Using clean, sharp motion graphics, it systematically calls out the suit's innovations: the 'Aeroprint' texture, the 'Asymmetrical Design,' the 'Articulated Hood.' [2] Each feature is presented as a direct answer to the challenges of the sport. The payoff is the image of the athlete, fully equipped and confident, powerfully skating towards the camera. The final logos for Under Armour and US Speedskating act as a seal of approval.

What the team should learn from this is that while a direct, feature-focused approach can be effective for addressing a specific business problem, it comes at the cost of broader emotional impact. The ad is successful in its mission to communicate innovation and restore credibility within the sport. However, its clinical, almost sterile execution prevents it from resonating on a human level. It's an ad about a suit, not about the will of the athlete inside it. It's a solid piece of technical communication that stopped short of becoming inspiring brand storytelling.