JD Sports x Under Armour Hakimi Campaign

Achraf Hakimi grew up in the Madrid neighbourhood of Getafe before becoming a star at PSG. That journey shaped Under Armour’s latest campaign. We set out to connect with young, urban audiences across Europe, choosing placements that mirrored Hakimi’s own story: authentic, ambitious, and rooted in real communities.

Formats Used
Large-format OOH, contextual placements, multi-city activations, International

Challenge
Under Armour wanted to strengthen its presence in Europe by reaching audiences who see football not just as a sport but as part of their everyday culture. The task was to deliver visibility at scale without defaulting to tourist-heavy city centres. The campaign needed to dominate but also resonate, reflecting Hakimi’s rise from overlooked streets to Europe’s biggest stages.

Approach
The campaign ran across five European cities, with placements chosen for their cultural weight rather than their postcard appeal. Suburban Paris, close to PSG’s home ground, became a focal point, connecting Hakimi’s presence with the people who live and breathe football daily. Similar thinking guided the other markets, where large-format OOH made the work impossible to miss while still feeling part of the neighbourhoods it occupied.

Hakimi’s image was kept front and centre. Every creative was stripped back to highlight his presence, making it both instantly recognisable and easy to share. By working closely with media owners, we secured sites that gave the campaign maximum impact and more than 20 percent extra reach at no additional cost.

Results
The campaign delivered over 61 million impressions, beating projections by a wide margin. More importantly, the locations and creative choices meant the message landed with the right people: young, style-conscious football fans who saw Hakimi’s story reflected in their own streets.

Impact
Under Armour’s work with Hakimi was never just about filling big sites. It was about placing him in the kinds of neighbourhoods he grew up in, so the campaign felt true to his story. The scale was impressive, but what mattered most was the connection. People could see themselves in him, and that made the brand feel part of their world.