Under Armour Presentation

Diana Berger Scott Brucker Larry Cenotto Brian McCarthy

Began using personal selling
Targeted college equipment managers
Moved to IMC Plan
Theme: “Protect This House”
Commercials
Print Ads
Interactive Media
UA Website
IMC Platform

Endorsements/Sponsorships
MLB, NHL, NFL teams, 100 NCAA football teams
Product placement
“ The Replacements” & “Any Given Sunday”
Great exposure to their target audience of sports enthusiasts
Public Relations
Featured in ESPN,
SI & Time Magazines
IMC Platform

Very Effective IMC Plan
“Protect This House” Theme
After campaign, sales increased to $25 million
UA now found in over 2,500 retail outlets
Critique of IMC

Founded in 1995 by Kevin Plank, a Maryland football player, Under Armour began as a product strictly for football players, by football players
Over its 11 year life, UA has expanded to suit the needs of virtually all athletes, creating a very strong advertising image
Image Advertising

UA has successfully exuded a tough, high performance image that speaks directly to its target market:
Athletes and aspiring athletes
Image Advertising

UA’s image advertising conveys that their product makes an athlete better, faster, stronger, and more feared
Image Advertising

Under Armour crosses into daring advertising, calling out its competitors and showing that as athletes shouldn’t be afraid of their competition, UA isn’t afraid of facing their competition either
Image Advertising

Creating emotional rapport with consumers to try to make a product as close to their ideal state as possible
This concept has 3 levels:
Consumers…
1. Consider product benefits
2. Assign a personality to the brand
3. Develop emotional bonds to the brand
Emotional Bonding

Showcase the Product Benefits
Entered an industry dominated by such goliaths as Nike, Adidas, and Reebok
Marketed as something that can help athletic performance
Named products after their primary benefit
Ex. HeatGear, ColdGear, TurfGear, and AllSeasonGear
Emotional Bonding

Showcase the Product Benefits
UA snuck in under the radar of Nike, and now controls 75% of performance apparel industry
Traditional industry giants have caught on and are trying to take market back from UA
Nike Dri-Fit, Adidas ClimaLite, and Reebok Hydromove
Emotional Bonding

Assigning Personality to the Brand
“ We Must Protect This House”
Shows UA football players practicing to try to beat the “Goliaths”
Players exude confidence and perseverance
Camaraderie & affiliation between UA team
Emotional Bonding “ WE MUST PROTECT THIS HOUSE!!!”

UA doesn’t use marquee athletes
More relatable to target markets
Pull off the role of the underdog
UA brand personality is that of a tough, testosterone-driven, giant-killing persona
Many athletes endorse for free
Emotional Bonding

“ Click Clack” ad campaign (2006)
Refers to sound of cleats on concrete
Subtitle: “I Think You Hear Us Coming”
Double entendre: showcases both UA’s brand momentum and new entry into the cleat market
Emotional Bonding

What’s Next?
Continuous exposure to these messages will develop emotional bonds so that emotions like accomplishment, confidence, pride, and affiliation become synonymous with UA
Emotional Bonding

SWOT Analysis
Threats
Encroaching new competitors
Industry giants
Loss of brand identity in expansion
Opportunities
Entering new markets
Demographics: Gender, Age
Geographic: Texas Tech, Auburn
Psychographics: Variety of sports
Products: Cleats
Weaknesses
Relatively small amongst industry giants
Narrow media focus
Not leveraging sponsorships and technology
Strengths
TV campaign
Strong brand identity
High quality apparel
Trade promotions
Interactive website

Focus on product benefits
Technology: HeatGear, Compression, ColdGear
Majority of benefits are unknown to potential customers
Recommendations

Target new markets
Different sports
Product launches (like “Click Clack” campaign)
Geographic, psychographic, and demographic
Create and leverage sponsorships
More athletes, teams, and leagues
Increase brand loyalty
Increase saturation level
Event sponsorship
Recommendations

http://www.slideshare.net	121
http://www.bcitech.org	4
http://bcitech.org	3

Under Armour Presentation

by Lawrence Cenotto on Apr 07, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 128

Statistics

Under Armour Presentation — Presentation Transcript