Tool and Under Armour Challenge Fans to Out-Ray Ray Lewis at this Year’s Super Bowl

Get a chance to have a verbal throwdown with NFL legend and Under Armour athlete Ray Lewis.  In celebration of Ray’s career and advancement to Super Bowl XLVII, Under Armour and digital production company Tool, have created a website that allows you to see how you stack up against Ray.

Using your webcam, we analyze your performance against Ray’s to see who can perform the better motivational chant.  This experience is live on the web at  The site already includes submissions from people all over the world doing their best Ray Lewis motivational impersonations.

Under Armour, Tool, and Tight Shirt Productions are also giving fans a chance to participate with OurRayRay at Super Bowl XLVII in New Orleans, by creating an immersive on-site experiential activation as part of the event’s NFL Experience. Participants will be outfitted with RFID tags, which will trigger as they walk by and interact with the platform, giving them an opportunity to do their best Ray Lewis impression and submit for all Super Bowl event goers to see.  These recordings will be displayed on two large monitors within the space created for the event.



Agency: Tight Shirt Productions (UA internal agency)
SVP Creative: Steve Battista
Creative Director: Brian Boring
Art Director: Sean Flanagan

Production Company: Tool of North America
Interactive Director: Jason Nickel
Live Action Director: James Brown
Executive Producers: Dustin Callif, Brian Latt, Oliver Fuselier

About Tool:

Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.