Add to that the trendsetting Cam Newton, the man behind the infamous Dab that had football superstars like Paul Pogba dancing around a football pitch, and you have Under Armour on the phones of the majority of 14 to 22 year olds on the planet.
The game, which is targeted to 14- to 22-year-old high school and college athletes, has been in the pipe for about six weeks. "We have these 10-second ads that appear in Discover section, in the Sports related and NFL related content areas," Mollica said. "We have two on-ramps that we're testing: One that has the Cam Newton 'Prince of a Thousand Enemies' footage that leads into an invitation to play the game and another one that is much more game footage and an invitation to play the game. When you swipe up that then launches the game." The game is an “endless runner” which means that the user can play the game as long as they keep Newton alive. Once they have finished playing, players can snap their scores and send them to their friends.