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The Where Legends Are Made campaign blends historical prestige with modern achievement, creating a broad appeal across stakeholder groups and driving campaign performance for The University of Alabama brand. It speaks to the aspirations of our students and their parents, to the pride of our alumni and donors, and to the devotion of our legions of fans in our state, across the nation and around the globe.

Campaign Gallery

CELEBRATING OUR LEGACY

Launched in 2016, Where Legends Are Made is a campaign that embodies who we are at The University of Alabama. By initially focusing on influential alumni, such as prominent television sports journalist Rece Davis and titan of industry Marillyn Hewson, the campaign illustrated the profound impact of our graduates. At the highest levels of science, business, education and entertainment are leaders of immeasurable success, whose journeys began at The University of Alabama.

Where Legends Are Made is a superlative expression of The University of Alabama’s brand personality. As the campaign matured, it was important that our storytelling strategy evolved. Building upon a solid foundation, the campaign made a pivotal transition in 2022, now featuring stories of current students making significant strides in their respective disciplines, demonstrating leadership, innovation, service and resilience.

Portrait of Rece Davis from Where Legends Are Made campaign.
Portrait of Ciara Andrew from Where Legends Are Made campaign.

INSPIRING THE FUTURE

Today’s approach not only honors our storied past but also illuminates the path our students are forging now, reinforcing the University’s role in cultivating legends across generations. These incredible students are embracing everything UA has to offer and laying the foundation to make their own global impact. Their stories are our stories, bridging our rich and accomplished history with the promise of the future.

Multimedia Marketing Campaign

Where Legends Are Made is a strategic and robust multidimensional campaign. Explore videos, print and digital campaigns, social media content and iconic brand activations. 

Captivating Commercials

Each year The University of Alabama produces a television ad that serves as the centerpiece of the Where Legends Are Made campaign. The commercial, created by an in-house team of producers, is broadcast nationwide during Crimson Tide athletic events.

LEGENDS 2025

LEGENDS 2024

LEGENDS 2023

LEGENDS 2022

more commercials

Video Testimonials

Delve into legendary stories of successful alumni and current UA students. From Emmy award winners and business titans to current students making waves in research, The University of Alabama sets the stage for success.

RECE DAVIS

EMILY HENDERSON

VICKI HOLLUB

more STORIES

Impactful Print Ads

Where Legends Are Made is shared through strategic print publications to reach target audiences across the state of Alabama.

Where Legends Are Made print ad

Where Legends Are Made

Where Legends Are Made print ad

LEGENDS

Where Legends Are Made print ad

RISING LEGENDS

more Print ads

Dynamic Digital Campaigns

UA implements a robust digital campaign across selected platforms to drive awareness. These tactics have evolved over time, utilizing dynamic photo and video assets on emerging platforms to reach wide audiences.

Where Legends Are Made Digital Ad Example
Where Legends Are Made Digital Ad Example
Where Legends Are Made Digital Ad Example
more Digital Ads

Engaging Content

Dynamic content is made exclusively for social media distribution to facilitate audience engagement. Curated content provides an opportunity for prospective students to see The University of Alabama through current student experiences.

follow along

Iconic Activations

Innovative tactics bring fresh eyes to an established brand while local in-state activations offer individual impact.

All Roads Lead to legends.ua.edu

The campaign website displays current and historical campaign content. It tells our story and directs audiences to their next steps.  

Legends home