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Under Armour

The Brief

Under Armour, in partnership with Hearst Media and Women’s Health, set out to break down barriers to entry for women in sport. Working alongside activist and athlete Amanda Ngonyama, the initiative focused on giving away free sports bras in deprived areas, providing women with both practical support and greater access to sport.

MnD Studio was given a day with Amanda to capture the heart of the initiative in a visual format. We used the time to explore her personal journey, her impact within communities, and the wider importance of access and representation in women’s sport.

Creative & Production

Working closely with Hearst, MnD shaped the creative concept and narrative through an intimate, documentary-led approach. We collaborated with director Jen Russel, whose work focuses on sport-led storytelling and amplifying women’s voices, making her the ideal candidate to help create a film rooted in lived experience.

Jen’s approach prioritised comfort, trust and emotional connection, allowing Amanda’s voice to shine and her story to unfold naturally on camera. MnD delivered end-to-end production, from creative development through to filming and post-production, with the final piece created as a hero film, supported by short-form edits and social snippets optimised for cross-platform performance.

Deliverables

  • 1 x 60” documentary film (16:9)
  • 2 x 30” cut-downs for social media distribution (9:16)
  • 6 x 15” cut-downs for social media distribution (9:16)