Under Amour + HYPERBOLIC
“CRUSH THE LIMITS”

HYPERBOLIC, an award wining NYC creative agency, is proud to announce the launch of Crush The Limits—the rallying cry for Under Amour’s first ever fall/winter Youth Outerwear collection launching today throughout North America. Dimitri Falk, Chief Creative Officer and founder, exclaims: “The goal of Crush The Limits was to capture the swagger of the UA attitude in a way that speaks directly to kids without alienating parents. In short, we wanted something bold and authentic that would break through.” 

HYPERBOLIC was responsible for all aspects of the Crush The Limits campaign including brand and behavioral strategy, ideation, art direction, video and photo production.

Crush The Limits drops on September 20th and will be refreshed over the next six months on all Under Amour owned media platforms, traditional media, POS, events and the athletes’ social channels.

Crush The Limits is about what it takes to be truly GREAT at any age—on and off the field. What is the heart and soul of a champion? Is achieving peak performance something you’re born with, or is it the will to grind it out harder than anyone else? The answers: It’s all about the swagger, the heart, the discipline, and the humility of what it means to truly Crush It in life!

“We were looking for a non-traditional agency that would be able to set a new bar creatively and strategically. HYPERBOLIC proved to be that partner. HB brought passion, creativity, thoughtfulness and insight every day. And most importantly, the work rings true and is beautiful and inspiring. Kids and adults will love them.” – Lucille Pagano, VP Brand Management Under Armour / Global Brands Group