Under Armour TikTok Challenge
House of Comms ran a TikTok challenge for Under Armour inviting fans to fit into the brand logo, which the agency reports generated over 6 million views on TikTok.
Case in 60 seconds
House of Comms describes the brief as driving buzz and engagement around a new Under Armour brand campaign, so the work had to generate participation around a message that already existed rather than build a new proposition.
The campaign appears to turn on the Under Armour logo being a simple shape a person can fit inside on camera, which gives fans a rule to imitate rather than a message to repeat.
The organizing thesis was a TikTok challenge inviting fans to create content that fits into the Under Armour logo, with Under Armour product as the reward for entering.
House of Comms launched the challenge on TikTok under the hashtag #UAChallenge and recommended lifestyle influencers to announce it and drive participation through their audiences, engaging them on both paid and barter terms. The agency liaised with TikTok directly for advice on suitable content creators, then secured and managed partnerships with 16 influencers including Annabell Newman, Kris Fade, Di immi, Valda and Ayman Yaman.
The agency reports that across six days #UAChallenge generated over 6 million views on TikTok, that the campaign reached over 2.3 million unique TikTok users, that influencer reach was over 3 million and that 2,600 people participated. The page's summary panel prints a separate set of figures for the same work: 3M reach, 1.8M views, 22 pieces of influencer content and $250K PR value.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- TikTok
- fan-created challenge content
- influencer content
Partners
- House of Comms (lead_agency), TikTok (platform_partner)
Participation mechanic
- Fans created TikTok content fitting into the Under Armour logo under the hashtag #UAChallenge for the chance of winning Under Armour goods.
Creator role
- Annabell Newman — creator
- Ayman Yaman — creator
- Di immi — creator
- Kris Fade — creator
- Valda — creator
- 16 influencers
- TikTok influencers
- lifestyle influencers, both paid and on a barter basis
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| PR value | $250K PR Value | performance |
| TikTok hashtag views | Across the span of six days, the hashtag #UAChallenge generated over 6 million views on TikTok and the campaign reached over 2.3 million unique TikTok users. | video_views |
| influencer partnerships secured | We secured and managed partnerships with a total of 16 influencers, including Annabell Newman, Kris Fade, Di immi, Valda and Ayman Yaman to name a few. | creators_count |
| influencer reach | Our influencer reach was over 3 million, and 2,600 people participated in the challenge. | reach |
| pieces of influencer content | 22 Pieces of influencer content | content_pieces |
| reach | 3M Reach | reach |
| views | 1.8M Views | video_views |
Why House of Comms's strategy worked
- 1
A challenge built around the shape of the brand logo puts the mechanic and the branding in the same action, so entries carry the brand identifier without any caption instructing entrants to include it.
- 2
Mixing paid and barter partnerships across a cohort of 16 creators reads as a way to widen the announcement at a fixed cost, because barter participants extend the launch without adding fee.
- 3
Consulting the platform itself on creator selection suggests casting was treated as a distribution decision rather than a talent booking, since TikTok holds the data on which creators its feed actually serves.
- 4
A six-day run concentrates a challenge into a window short enough for the hashtag to stay a live event, which suggests participation was expected to decay rather than compound over weeks.
