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  • 1. Popular Ad CampaignUnder Armour “I Will”
  • 2. Popular Ad CampaignUnder Armour “I Will”Under Armour, Inc.Under Armour was founded in 1996 by Kevin Plank, a former special teams captain of theUniversity of Maryland football team. Under Armour is a top of the line developer anddistributor of performance apparel for footwear and accessories. Under Armour’s products aresold all over the world and athletes of various sports wear their product on a global level. UnderArmour’s headquarters is in Baltimore, Maryland, with European headquarters in AmsterdamsOlympic Stadium, and additional headquarters in Denver, Toronto, Guangzhou, Hong Kong andChina.Competitors:For a company that started in 1996 and didn’t start offering footwear till 2006, they managedwell and stood their ground. They hand to deal with competitors like Nike, Adidas, ColumbiaSportwear and The North Face.“I WILL”On February 13, 2013 at a press event in NYC Under Armour launched “I WILL”, its biggestever global marketing campaign. The campaign was built to bring out the passion, fortitude andstrength of mind that pushes all types of athletes. Under Armour’s has a strong commitment ofcreating and providing products that provide top of the line performance. Under Armour’scampaign contains creative spot lights for Canelo Alvarez a boxing welterweight WorldChampion, Sloane Stephens, Bryce Harper the reigning National League Rookie of the Year, andKemba Walker a NBA player leading his team in points, assists and steals per game.MediaThe Under Armour campaign got underway globally online and unveiled on television in the USon Saturday, February 16th on TNT during NBA All-Star Weekend. The ad is very popular ontelevision and people are noticing it.OpportunitiesWith the introduction of Sloane Stephens in their new “I Will” campaign, the attention of thefemale market will increase.OpinionThe Under Armour “I Will” campaign is one on my favorite ads because of the simplicity andinfluence the ad shows. The use of great athletes representing their brand only helps exploit themeven more. Any company that can have their “net revenues increased 23% in the first quarter of2013 to $472 million compared with net revenues of $384 million in the prior years period.” isdoing something right. Also, the “net income decreased 47% in the first quarter of 2013 to $8million compared with $15 million in the prior years period, largely reflecting the plannedtiming of marketing expenditures. Diluted earnings per share for the first quarter of 2013 were$0.07 compared with $0.14 per share in the prior years period”. (http://investor.underarmour.com/)Under Armour’s ads and commercials are well taught out and in depth. The ad shows passionthrough their brand which influences a lot of its consumers.