THE BRIEF
London is packed with Premier League clubs and world-class facilities, but the pathway for young talent aged 16-20 to actually make it remains frustratingly unclear. Under Armour saw an opportunity: Create a platform that doesn't just identify London's best young athletes, but gives them the tools, exposure, and opportunities to become the heroes of tomorrow. The ask was to re-launch UA Next Social channels, making them culturally relevant to a London youth audience..

THE IDEA
This wasn't just another grassroots initiative, it was LONDON'S PROVING GROUND. UA Next Camp would push 12 of the city's most promising 16-20 year old athletes to their absolute limits across football pitches, basketball courts, and the streets of London itself. But we knew the real story wasn't just who won, it was how they got there. By creating a content series around the camp, we could showcase the mental toughness, skill, and hunger required to earn a contract, positioning Under Armour as the brand that truly invests in next-gen talent when it matters most.

THE EXECUTION
A documentary-style talent show capturing the intensity, personality, and stakes of the UA Next journey:

• Episode-based storytelling following the 12 athletes through challenges, setbacks, and triumphs

• Behind-the-scenes access to training sessions, deliberations, and the athletes' personal stories

• Multi-platform distribution showcasing key moments across social, highlighting the skills and mindset needed to succeed at the top level

• Athlete-first narrative that celebrated their journeys while building anticipation around who would earn the four contracts

• Content designed to inspire young athletes across London while positioning Under Armour as the brand that backs raw talent with real investment