Under Armour x RDCWorld will Debut 'Let Them Talk'
Debra John — March 18, 2025 — Marketing
References: instagram & about.underarmour
Under Armour has launched its new campaign, 'Let Them Talk,' in collaboration with video creator collective RDCWorld. The campaign, which debuted on March 17th alongside the NCAA tournament, conveys a central message: while opinions from others are inevitable, true athletes remain focused on their performance and the game.
Let Them Talk blends "RDCWorld’s humor with the intensity of basketball culture, illustrating the mindset of Under Armour’s athletes—those who acknowledge external opinions but use them as motivation to improve." The campaign’s first installment features "the University of South Carolina Women’s Basketball team, led by head coach Dawn Staley in which the team is shown exemplifying the ability to disregard distractions and let their performance speak for itself."
The video highlights various moments where the team faces external pressures, including heckling from spectators, commentary from opposing coaches, and assumptions from fans, all while maintaining their focus and delivering strong performances under scrutiny.
Image Credit: Under Armour
Let Them Talk blends "RDCWorld’s humor with the intensity of basketball culture, illustrating the mindset of Under Armour’s athletes—those who acknowledge external opinions but use them as motivation to improve." The campaign’s first installment features "the University of South Carolina Women’s Basketball team, led by head coach Dawn Staley in which the team is shown exemplifying the ability to disregard distractions and let their performance speak for itself."
The video highlights various moments where the team faces external pressures, including heckling from spectators, commentary from opposing coaches, and assumptions from fans, all while maintaining their focus and delivering strong performances under scrutiny.
Image Credit: Under Armour
Trend Themes
1. Collaborative Brand Storytelling - Brands are increasingly partnering with influential content creators to develop campaigns that resonate with specific cultural narratives, enhancing audience engagement through authentic storytelling.
2. Performance-focused Marketing - Marketing strategies that emphasize the resilience of athletes under pressure are gaining traction, appealing to consumers who value determination and focus over external opinions.
3. Cultural Integration in Sports Branding - Integrating cultural elements from popular creators into sports branding allows companies to tap into new, diverse audiences and create unique brand experiences.
Industry Implications
1. Sports Apparel - The sports apparel industry is leveraging cultural collaborations to create distinct brand narratives that resonate deeply with niche markets.
2. Digital Content Creation - Collaborations between brands and digital content creators are reshaping how campaigns are conceived, merging entertainment with marketing to capture audience attention.
3. Sports Marketing - Evolving sports marketing strategies are focusing on storytelling that highlights athlete mental toughness, providing fresh perspectives on sports consumer engagement.
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