THE INSIGHT

Women in Southeast Asia were not putting themselves first—even during lockdowns, many prioritized family, work, and others’ needs over their own health and wellbeing.

Approach

Under Armour launched the #U1st campaign to build a supportive community of women—through live workouts, expert chats, and ambassador-led content—to inspire self-care and shift their mindset toward prioritizing “U.”

The Idea: — U1ST

Women were invited to put themselves first and join the #U1st squad. The campaign featured influencers, coaches and free classes and culminated in a live event—turning self-care from concept to collective action.

Role: Group Creative Director

Agency : INVNT GROUP.

Idea: U1ST