Creative agency MOX has created an episodic branded entertainment campaign for Under Armour centred on a fictional five-star resort, Hotel Armouré, as part of the sportswear brand’s latest ‘Rest Less’ campaign.
The campaign stars footballers Ferran Torres, Fermín López and Ollie Watkins (pictured) alongside actor and comedian Nick Mohammed, artist Riles and social creator Sharky, and is designed to showcase Under Armour’s FW26 sportswear collection through a narrative spanning film, social content and creator collaborations.
Set during football’s off-season, Hotel Armouré imagines a luxury resort where elite athletes attempt to relax but struggle to switch off. Nick Mohammed plays the hotel’s manager as the arrival of increasingly demanding guests turns the hotel into a chaotic setting where recovery proves elusive.
The campaign begins with a fictional out-of-home installation teasing the arrival of Hotel Armouré before unfolding through a series of short films and social content. Episodes include hotel staff preparing for guests, leaked footage of Ollie Watkins practising his golf swing in a hotel robe, and further stories featuring early arrivals, frozen swimming pools and golf-related mishaps.
The campaign extends beyond the hero films through creator-led content produced at the hotel. Pool Guy features Under Armour products appearing in the resort’s swimming pool, while cleaning creator Jack.Designs applies his ASMR style to the aftermath of Watkins’ stay, creating an ongoing social narrative around the location.
The main trailer will run across VOD and BVOD in the UK, France and Spain, as well as UK cinemas, supported by social-first teasers, creator content and short-form vignettes. MOX developed the concept and produced the campaign.
Matt, MOX co-founder and executive creative director, said: “After a World Cup summer, we wanted to build Under Armour a world of its own. So we got obsessed with footballers off the pitch. The restless energy, the headlines, the outfits, the fact they never actually switch off. Hotel Armouré is where all of that collides. Entertainment, fashion and football, blurred into one. A bit Fawlty Towers, a bit White Lotus, with three top-flight footballers and Nick Mohammed thrown in. What more do you want? We wanted every frame to feel as restless as the players themselves.”
Mackenzie Sheppard, director, ProdCo, added: “Nick Mohammed, three footie stars, and taking over a hotel… what better reason to get on board than that? Massive credit to Under Armour and MOX for dreaming up such a brilliantly ridiculous world and letting us run wild in it. I’m still waiting for the green light for the full season.”
