Titled 'Slay your next giant', the campaign was developed in partnership with creative agency Droga5, which also worked on Under Armour’s 'I will what I want' and "Rule yourself" adverts.
Interestingly, the campaign looks to be fluid. Under Armour will be providing footballers with with customised laces engraved with a personal goal.
As players reach each milestone, they will remove their laces and replace them with a new pair - a process that will be documented on social media - @UnderarmourUK/@UnderArmour and #SlayYourNextGiant on Twitter and Instagram.
"We’re making a statement, we’re standing by it, and we’re pushing forward in a big way with our global football category," explained Peter Murray, VP, global brand and sports marketing, at Under Armour.