At the heart of Under Armour's latest campaign is a surprisingly sophisticated sonic strategy. Launched in early September, the "We Are Football" hero film uses the power of sound to champion female inclusion in the sports world. But while the ad tells a progressive story, the music industry itself is experiencing a much different reality: the recent departure of its last female CEO has left top leadership almost entirely without women. For many, the moment warrants an honest conversation about the growing gap between a brand's creative message and the pace of change for its industry partners.
To get an expert's perspective, we spoke with Kacie Anderson, Senior Director of Brand Partnerships at Epic Records and former Manager of Strategic Brand Partnerships for HipHop and R&B at Universal Music Group's Interscope Records. With nearly a decade of experience operating at the intersection of music, culture, and commerce, Anderson is one of the industry insiders responsible for brokering collaborations that can make or break a brand's cultural relevance today. Her perspective offers a rare glimpse into why this particular campaign’s technical and creative choices work so well, and what other brands can learn from them.
The Under Armour ad is a "masterfully done" case study in strategic execution, according to Anderson. Its power comes from a meticulously crafted sonic architecture and a narrative that captivates through surprise, culminating in a moment that resonates on a universal level, she says.
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Sonic subtlety: Sonic neutrality was a deliberate choice to make the ad feel accessible to Gen Z and women’s football communities, Anderson explains. "The sound design was intentionally balanced. It wasn't hyper-feminine or hyper-masculine. Everything just flowed together, which is what made the final moment so impactful for everyone, regardless of who was watching."
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The professional skill: The campaign's broad appeal isn't accidental, Anderson explains. Instead, it’s the result of a professional discipline that goes far beyond simply licensing a song. Such strategic maneuvering requires a deep understanding of how specific musical moments align with visual storytelling, she says. "The ability to find music that perfectly aligns with a commercial's message is a professional skill in its own right. It requires a huge amount of research and due diligence to ensure that the specific song and the specific moments within that song elevate the story you're trying to tell." Now, with AI, brands can analyze vast datasets to identify emerging trends and predict what will resonate most with a target audience.
The ability to find music that perfectly aligns with a commercial's message is a professional skill in its own right. It requires a huge amount of research and due diligence to ensure that the specific song and the specific moments within that song elevate the story you're trying to tell.Kacie Anderson - Senior Director of Brand Partnerships | Epic RecordsThe ad, which features NFL star Justin Jefferson and women's football athlete Diana Flores, was engineered as a "branded music moment," Anderson explains. By featuring a track by Nia Archives, casting the rapper Gunna, and creating a tie-in with the MTV VMAs, Under Armour built a culturally relevant event that signaled a modern, Gen Z-centric repositioning.
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An amplified feeling: The ad's subversive narrative structure was also key to creating this powerful emotional payoff. "That interception gave me the same thrill I get from watching an NFL game, but it was amplified by 10,000 because I'm a woman. It was a powerful statement that said, 'Yes, we can do this too. We're here now. Watch out.'"
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Pitch perfect: Today, Anderson often uses the ad as tangible proof of concept, demonstrating to potential partners the real-world business impact of investing in women's sports. "As someone who works in brand partnerships with the Golden State Storm, the Bay Area's first women's tackle football team, I now use this Under Armour campaign in my own pitches. I show it to other brands and challenge them, saying, 'Do you see the impact of this moment? Your brand could have this, too.'"
The ad’s greatest strength, however, is its portrayal of an authentic and supportive environment, Anderson says. That human-centric vision, however, doesn't always align with the spaces she describes from her own career.
- Invisible in the room: For Anderson, it's often the subtle, everyday moments that illustrate how a lack of awareness can create an unwelcoming culture. "I've been in plenty of studio sessions where I am the only woman, and I'm not even acknowledged. The men will walk in and greet every other man in the room, and I'm left standing there, having to force an introduction just to be seen. It's a constant reality."
- The last CEO: Another counterpoint from Anderson's own industry offers insight into her perspective. "At Epic Records, our CEO, Sylvia Rhone, stepped down. She was the last female CEO standing. And now that she's stepped down, there are no more female CEOs left. It really hit hard for a lot of us."
To reframe the challenge as an opportunity, Anderson suggests that the same “education” and “due diligence” used to craft ads like this one could be applied to workplace culture. Under Armour's depiction of allyship was a critical element of its success because it mirrors the support necessary for women to succeed in any male-dominated system, she explains. "The ad masterfully captured a crucial truth: in any male-dominated industry, you absolutely need male support for women to succeed. Having those allies speak your name in rooms you aren't in yet is not just helpful. It's essential."
Now, that mission is especially personal for Anderson. Driven by the desire to build a world where her own daughter sees limitless potential, she concludes with a straightforward call to action: "Support women in sports, support women in the workplace, and support women in general. When you empower us, we get the job done."