Under Armour

Under Armour has always stood for breaking limits, and their partnership with Singapore’s trailblazing footballer Danelle Tan was a statement of that ethos. As the first Asian woman to sign for a European top-flight club, Danelle embodies ambition, discipline, and the belief that barriers are meant to be moved past.

Our role was to bring that spirit to life in a campaign that showed more than football, it was about a young athlete stepping into a global stage with purpose. From concept development and creative direction through to on ground production, we crafted a narrative that balanced cinematic polish with a touch of Danelle’s creative storytelling.

In a region where female footballers rarely receive the spotlight, this campaign with Under Armour showcasing Danelle Tan cut through and positioned Danelle not just as an athlete but as a rising star, demonstrating a symbol of possibility. The result was a suite of visuals tailored for digital and social that amplified Under Armour’s commitment to the next generation of athletes across Asia.