Full Access with Rakai gave creator Rakai the keys to Under Armour's world and let him see how far he could take them. Across a four-episode social-first series, Rakai went from flying private and getting all-access at Rolling Loud to becoming a fictional creative consultant to athletes and ultimately creating his own UA Arc 96 shoe. The series blended scripted storytelling with real-world access. Rather than asking Rakai to behave like a traditional brand partner, Under Armour built a world around his personality and allowed real, unscripted moments to shape the story as it unfolded. What started as a creator partnership became an entertainment franchise that connected Under Armour Sportswear, product, sport and culture through Rakai's world. Full Access with Rakai generated 30M+ organic views, 1.5M+ likes and the most-shared post in Under Armour history.