CASE STUDY
Under Armour: Influencer Campaign for the UA Infinity 2.0 Sports Bra
Our Role
Influencer MarketingUnder Armour partnered with STN Digital to generate awareness and excitement around the launch of the UA Infinity 2.0 Sports Bra. This new line was designed to provide unmatched support for women across a variety of activity levels, and the brand needed to ensure that the right consumers were not only introduced to the product but also engaged with it in a meaningful way.
Without the internal capacity to build and execute a large-scale influencer marketing campaign, Under Armour turned to STN Digital to lead the initiative and create an authentic, high-impact campaign that would resonate with key audiences.
Building the Strategy
STN Digital developed a strategic approach to reach and engage women who were most likely to benefit from the UA Infinity 2.0 Sports Bra. The campaign targeted female consumers in the eighteen to thirty-four age range with a focus on those active in fitness, sports, and wellness communities.
@niasioux I’m obsessed with this new Infinity High sports bra from @Under Armour ! SO supportive and comfy #UAPartner ♬ original sound - NiaSioux
To create a genuine connection between the product and the audience, STN Digital identified highly influential women across Instagram and TikTok who embodied confidence, strength, and authenticity. These influencers included varsity athletes, professional trainers, and inclusive models, each bringing a unique perspective and credibility to the campaign.
@ryleearnold DIML during the last week of tour! #UAInfinityBra @Under Armour ♬ original sound - Rylee Arnold
STN Digital conducted extensive research to carefully select influencers based on engagement metrics, audience demographics, and content alignment. Once the roster was finalized, STN collaborated with each influencer to ensure their content felt natural to their platform while effectively highlighting the key benefits of the UA Infinity 2.0 Sports Bra.
@_samanthajo_ Oh we are feeling SECURE! Support your girlies in the gym with the Infinity Bra by @Under Armour today, you won't regret it! #UAInfinityBra #UAPartner ♬ original sound - samantha jo
From product trials to workout routines and lifestyle moments, the campaign showcased a diverse range of real-life use cases that allowed potential customers to see the product in action in an organic and engaging way.
Every piece of content was strategically timed to roll out in alignment with the product launch, ensuring maximum visibility and impact. Influencers created a variety of content styles, from short-form videos demonstrating support and comfort during high-intensity workouts to aesthetically driven imagery that fit seamlessly into their feeds. This mix of content allowed the campaign to speak to multiple audience segments while maintaining a cohesive brand message across all platforms.
@itsamberdesiree Nothing makes me feel better than working out in my #UAInfinityBra! It supports every move I make during my workouts. @Under Armour #UAPartner ♬ original sound - Amber Desiree
Results That Delivered
The campaign achieved outstanding results and exceeded expectations across key performance metrics. Content generated by influencers reached over 13M consumers, driving more than 18M impressions. Engagement across all influencer posts surpassed 454K interactions, demonstrating a high level of audience interest and enthusiasm for the UA Infinity 2.0 Sports Bra.
Beyond the numbers, the campaign established a strong brand presence within the fitness and lifestyle community. The authentic storytelling and diverse range of influencers fostered genuine conversations around the product, creating a lasting impact that extended beyond the initial launch period. Under Armour was also able to leverage the influencer-created content for paid social media efforts, further amplifying the reach and effectiveness of the campaign.