"The campaign, titled "The Halo State," takes the concept of focus and transforms it into a visual and emotional journey, celebrating the mindset athletes enter when they transcend distraction and achieve peak flow. "The Halo State" is presented as a three-part film series, each short capturing a different athlete moving through their city and finding their rhythm. These vignettes showcase how the new Under Armour Halo shoe is designed to complement an athlete's movement rather than interfere with it, supporting a transition into a state where performance feels almost meditative."
"The campaign challenges the overstimulated, always-on culture of modern life by highlighting what happens when the noise fades. Instead of focusing solely on technical specs, Under Armour and SLAPS Creative crafted a narrative about experience, mood, and empowerment. Halo is positioned not merely as footwear but as a conduit to a different mental state - one where everything aligns and an athlete feels fully locked in."
Under Armour partnered with SLAPS Creative to launch the Halo shoe and a campaign called "The Halo State." The campaign translates focus into a visual and emotional journey, portraying athletes transcending distraction to achieve peak flow. The campaign is a three-part film series featuring athletes moving through cities and finding rhythm as the Halo shoe complements movement rather than interferes. The campaign challenges overstimulated, always-on culture and reframes Halo as a conduit to a different mental state where performance aligns. Under Armour designed the Halo silhouette to provide an adaptive fit and responsive cushioning.
Read at stupidDOPE | Est. 2008
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