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Under Armour hits play on K-pop partnership
['Lara Ewen']
Retail Dive - Latest News
Please let us know if you have feedbackDive Brief:Under Armour has named six-member K-pop boy band BoyNextDoor as global brand ambassadors, according to a Thursday press release.
The partnership will promote a regional rollout of Under Armour’s Bouncy Tee across Asia-Pacific as part of its Commit campaign.
Dive Insight:Under Armour’s BoyNextDoor partnership debuts with a group campaign film.
The BoyNextDoor partnership is centered on Under Armour’s new $65 Bouncy Tee, which launched in May and is positioned as a hybrid athletic and casual menswear piece.
Visuals in the BoyNextDoor campaign showcase “each member's individual style, personality and lifestyle, reinforcing the campaign's message of authentic self-expression and personal progress,” per the release.