Under Armour’s upcoming Black History Month delivery is the best concept I’ve seen from any brand attempting to celebrate the rich heritage of Blacks in America. The brand collaborated with photographer Devin Allen. Devin has been the camera behind some of the best photographs taken for Under Armour.
Devin Allen is also in line as the next Gordon Parks or Ernest Withers; the historical photographers captured Black life at critical moments in history. Devin Allen was front and center during the Baltimore uprisings and as a native son, his collaboration with Under Armour makes perfect sense. That doesn’t mean it was expected, because it wasn’t.
Someone can check me on this, but I think it’s the first time that a collaborator with a brand has a true social and political relevance and isn’t tied to a sports team or to entertainment. The collaboration for Under Armour is risky, even if it is doing what I say should be done by supporting it’s Black employees and creating campaigns that speak to the core of showing the beauty and strength of Black people. As a regional campaign, this will resonate. Devin’s following is considerable and he crosses over which means that although Under Armour failed to deliver marketing materials building up to the launch on Feb. 5th, Devin may be able to carry the release. Unfortunately, the lack of narrative and building up to places this launch on shaky ground and that sucks, because it truly is one of the best BHM celebrations from a sneaker brand ever.
Sites discussed in this video:
https://www.baltimoresun.com/features/bs-fe-under-armour-devin-allen-20210128-iuju4sq5cjhqxjw7hsgkrwssaa-story.html
https://about.underarmour.com/forbmore
https://www.linkedin.com/feed/update/urn:li:activity:6752270897064878080/
