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Under Armour Debuts Final Chapter in ‘It Comes From Below’ Campaign

Under Armour (UA) released the latest film in their marketing campaign, ‘It Comes From Below’ on Wednesday. The film, which stars Carolina Panther’s Running back and MVP Cam Newton, debuts in time for the first game of the 2016 football season.

In the new video, Newton’s mother, Jackie Newton, acts as the narrator, reciting lines from Richard Adam’s classic children’s book, Watership Down. The video likens Cam Newton to the story’s protagonist, alluding to his hardships and triumphs that got him to his current success, including the title of MVP. The film features Newton’s signature UA football cleat, the C1N cleat, which he uses to run through a dark and ominous forest, past falling trees and animal noises and to the safety of a concrete road.

“It’s no secret that I have faced many obstacles, but my drive to be the best I can be continues to push me forward,” said Newton in a statement. “The campaign film tells my story and shows that I will continue to work hard to break down barriers. The tagline is perfect because I’ve always felt that my game is only as good as the foundation it was built on. Everything I do on the field is anchored in solid footwork, with the best footwear, which powers my ability to perform at the highest level.”

The first installment in the campaign launched in July showcasing Bryce Harper. The video was followed up in August with UA Running, a video centered on athletes’ intense footwork.