• by Sarah Mahoney  @mahoney_sarah, July 12, 2016

Just in time for All-Star fever and back-to-school shopping, both Under Armour and Eastbay are introducing new marketing campaigns.

Under Armour’s new ads, themed “It comes from below,” kick off with Bryce Harper, the National League’s MVP and a four-time All-Star. In “Numbers," Harper’s high school coach provides the voiceover, highlighting the Washington Nationals outfielder’s amazing stats, while the camera focuses on the slugger’s feet as they dig in and pivot in the Harper One, its first signature baseball cleat. The ad, from Droga 5, is running on TV and digital channels, including Instagram and Snapchat. 

Under Armour is promising the next installment, starring NFL quarterback Cam Newton, this fall. (A spot featuring the NBA’s Stephan Curry was released several weeks ago.) And plans call for the release of new video content featuring the stories of true runners.

"'It Comes From Below' shines a light on a universal truth in sports,” says Adrienne Lofton, Under Armour’s SVP/global brand marketing, in the company’s release, “that each and every great sporting moment is driven by the power of strong footwork. We are committed to creating the most innovative, game-changing footwear on the planet for all athletes."

Harper plans to wear the Harper One Platinum during the All-Star Game, and the shoe is now on sale at the Baltimore-based company’s website, as well as at Dick's Sporting Goods and Eastbay.

Eastbay, meanwhile, is skipping the glitz and glamor of pro sports entirely, and instead placing its bets on the simmering defiance of teenage athletes, with ads called Can’t.

Created by the Vault, the new ad is as sarcastic as the average 15 year old, and even includes a cheer squad sporting “Can’t” uniforms. 

Eastbay, a direct mail retailer owned by Foot Locker, is running 60-,30-, 15-, and 10-second versions of the ads on digital channels, targeting elite high school athletes.