Under Armour Infinite Elite
With the launch of Under Armour’s Infinite Elite running shoe, the brand sought a media partner to create compelling editorial content that would boost awareness, engagement, and consideration among urban and broader running communities. The goal was to deliver exciting, fun, and authentic content that resonates naturally with UK audiences.
What We Delivered
Editorial
09/24
Sponsored & Paid Social
09/24
Display Media
09/24
09/24
Approach
Hypebeast developed a 360 media strategy, creating content across digital and print channels. We launched "The Infinite City Circuit," a series of urban ultra-trail-style running routes across three UK cities, designed to push both city runners and our talent. A dynamic three-city shoot captured custom content, which was then used in a phased launch: tease, hero, and UGC/print. We also partnered with talent to produce user-generated content, amplifying the campaign through their personal channels.
Result
The UK partnership exceeded all expectations, generating a surge of impressions and engagements that far outpaced our initial benchmarks. As a result, Under Armour’s brand ranking in the sports category climbed from #10 to #7, clearly showcasing the significant impact the campaign in the Hypebeast ecosystem.
