Under Armour orginally broke out into the sportswear industry with their compression shirts/shorts and for the longest time that is all I thought they did. In my mind they were a sports brand but just serving this one purpose to a small number of athletes. Now they have expanded their product line into different types of apparel and shoes and it is apparent the company has transitioned into being a top brand name. In working to target the serious athlete, they are centering campaigns and commercials around ideas that would most appeal to these people.
I think a large part of Under Armour's increased popularity is due to their sponsorship of specific athletes and athletic teams. Some of their biggest athletes are
- Tom Brady
- AJ Hawk
- Cam Newton
- Brandon Jennings
- Michael Phelps
However, it seems as though the focus is more on the sponsoring of college teams. The two teams considered as Under Armour's "flagship athletic programs" are the Auburn Tigers and Maryland Terrapins. They direct towards the hard-working athlete in effort to establish themselves as a serious player in the sports apparel and shoe industry.
Are Under Armour's campaigns and use of athletes enough to be considered a serious contender when it comes to Nike and Adidas? Or is the focus on college teams taking away from their full potential of exposure? Let us know what you think!
Under Armour has the ability to get major endorsement deals with high-profile athletes such as Tom Brady because of their overall name recognition and great reputation. As for the question regarding whether or not Under Armour is a serious contender when it comes to Nike and Adidas, at this time no but in the future anything can happen.
ReplyDeleteGood point Ryan! Under Armour is still new so it is hard to tell right now, but definately keep a eye out because I think they are on the rise.
ReplyDeleteThe ad seems to have a more "aggressive" tone compared to Nike or Adidas. The tagline "combine training" sounds similar to "combat training". Adding the music it feels that this brand is all about the competitive nature of sports. In this sense, I can see that they have signed with college teams such as Auburn.
ReplyDeleteI found out that you can buy that song track, which is a great way for Under Armour to bring in additional revenue. Do you think that they are missing out on potential customers by having such a "competitive" feel to the campaign?
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