Baltimore-based Under Armour tries nostalgic approach with new ad campaign

With the launch of college football season this weekend comes a new national television commercial for Under Armour Inc. that relies on feel-good inspiration and nostalgia more than the sports apparel company's past ads.

The ad, "Under Armour is football ," portrays the brand's role in the many stages of football from Pop Warner leagues - look for the childhood footage of company founder Kevin Plank in uniform - to the college level complete with adoring cheerleaders and 100,000 cheering fans.

"It's a comprehensive look at our brand's role in the sport of football ," said Steve Battista, senior vice president, brand. "We started out with the one T-shirt, and now we're head-to-toe [with] cleats and [uniforms]. "

The 60-second spot will debut Saturday on the ESPN, ESPN2 and ABC networks and air throughout the regular season, which ends in December. High-profile games in the lineup include Plank's alma mater University of Maryland's home opener against James Madison University and University of Southern California vs. Ohio State, both on Sept. 12. It will be shown during the University of Miami vs. Florida State University game this Saturday.

Battista would not say how much the company spent on its media buys for the commercial, the third in a series of football -related ads targeting younger athletes that began this summer. (Under Armour also plans to buy advertising during the College Bowl Week but has not designated which commercials will be used.)

The ad is a montage of Under Armour commercials over the past decade, youth football and college scenes, and shots of professional players like the Ravens' Terrell Suggs. The theme song from NBC's show about high school football, Friday Night Lights, which uses Under Armour apparel, plays throughout.

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