Under Armour

In the high-stakes world of sports equipment, it’s all about getting that next generation hooked. To do that for Under Armour’s Canadian arm, we created a social contest that helped embed us in the mind of young hockey players.

Teams were tasked with completing challenges on and off the ice. From the hundreds who signed up, the top two spent a day at Air Canada Centre, home of the Maple Leafs, where they learned, trained, and played a full game on Leafs ice. If you’re a kid in Canada, that's about as good as it gets.

We started the program in Toronto with nearly 100 teams competing. Two years later, the program added Montreal and included over 500 teams.

We got the call out there with :30 spots:

In Year 1, five teams advanced to the skills gauntlet, where they put their skills to the test…

In the end, two teams made it to the Armour Cup, where they spent an entire day at Air Canada Centre, home of the Maple Leafs. They trained with Leafs staff, were fueled by Leafs trainers, and even met and were coached by two Leafs players.

The contest lived on a custom microsite, which guided teams through the contest, gave instructions, updated leaderboards, and highlighted the action.