Sports apparel brand Under Armour teamed up with legendary producer Pharrell Williams to launch the Natural Born Hitters instrumental mixtape and campaign.
The musical portion of the project dons three tracks featuring inspirational speeches from future NFL Hall of Famer Ray Lewis, and ties into the narrative of UA’s football coming of age tale Ready for August. The film is based on Lewis’ high school years.
Aspiring producers have been challenged to remix Skateboard P‘s beats. UA will select a winner from the bunch that will become the new song played in the commercial, which will air nationally during Monday Night Football on September 23 (Raiders vs. Broncos).
Find more information via the Natural Born Hitters site here.
Pharrell and Lewis also appeared in a visual shot by director Rik Cordero that expounds on the idea behind the campaign. Check out Natural Born Hitters below. Find the aforementioned treatment on the following page.