UNDER ARMOUR TAPS ARCHIE + FOX FOR GLOBAL SOCIAL CONTENT

Under Armour US has appointed Melbourne-based production agency Archie + Fox to lead its global social content, marking a significant expansion for the agency into the US market. The partnership will focus on social-native campaigns blending product innovation with cinematic storytelling, under the creative direction of Jaimee Searle.

Under Armour US has named Melbourne-based production agency Archie + Fox as its new partner to support the brand’s global social content, a move that underscores the sportswear giant’s commitment to pushing creative boundaries in the digital space. The collaboration will centre on developing social-native campaigns that combine product innovation with a distinctive visual aesthetic, designed to resonate with audiences worldwide.

The appointment comes at a pivotal moment for Archie + Fox, which has steadily expanded its footprint in the US market. The agency, best known for its work in the beauty sector, is now set to showcase its versatility by applying its storytelling approach to a new category. The partnership also coincides with the arrival of Jaimee Searle as Archie + Fox’s creative director, bringing with her a wealth of experience and a long-standing relationship with Under Armour.

Searle previously collaborated with the brand during her tenure at Seven Bucks, the production company co-founded by Dwayne Johnson. Her return to the Under Armour fold signals a renewed creative synergy. “Under Armour has always been a brand that’s willing to push creatively, so bringing that relationship to Archie + Fox is incredibly exciting,” she said. “While Archie + Fox is best known for our work in the beauty space, this partnership is a great opportunity to showcase the breadth of what we’re capable of. We’re excited to bring our storytelling approach to a new category and create work that feels native to social while still delivering a premium, cinematic look and feel.”

The collaboration reflects Under Armour’s broader ambition to strengthen its global presence through innovative content strategies that align with evolving consumer behaviours. By tapping into Archie + Fox’s expertise in crafting visually striking narratives, the brand aims to elevate its social media output beyond traditional product promotion, creating campaigns that feel authentic to digital platforms while maintaining a polished, high-end aesthetic.

For Archie + Fox, the partnership represents both a creative challenge and a strategic milestone. Expanding into the US market with a globally recognised brand provides the agency with a platform to demonstrate its ability to deliver impactful work across diverse categories. It also highlights the growing importance of social-native content in shaping brand identity and consumer engagement.

As the collaboration unfolds, the industry will be watching closely to see how Archie + Fox’s cinematic storytelling style translates into the sportswear arena. With Searle at the creative helm and Under Armour’s appetite for bold ideas, the partnership promises to deliver campaigns that not only showcase product innovation but also redefine how sports brands connect with audiences in the digital age.