| BY Ricki Green |Under Armour US has appointed Melbourne-based agency Archie + Fox to support the brand’s global social content, with a focus on creating social-native campaigns that combine product innovation with a distinctive visual aesthetic. Searle said she was excited to reunite with the brand in her new role: “Under Armour has always been a brand that’s willing to push creatively, so bringing that relationship to Archie + Fox is incredibly exciting. “While Archie + Fox is best known for our work in the beauty space, this partnership is a great opportunity to showcase the breadth of what we’re capable of. We’re excited to bring our storytelling approach to a new category and create work that feels native to social while still delivering a premium, cinematic look and feel.” The first round of content focuses on Under Armour’s signature Infinity Bra and Meridian Legging, with a second project already in production.