Under Armour Marketing Evaluation: Breaking into Asia

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Jason Grant

How Under Armour uses their social media to market effectively throughout global markets.

Retail

http://youtu.be/Xh9jAD1ofm4
Integrated Marketing Communications
Ad Evaluation
Jason Grant

 Swimming gear
 Running gear
 Footwear
 And more…
Sportswear
products for all
ages and
genders

11.8 million views
34,000 shares
(Since March 2016)
Running gear
Footwear

Target Market:
"Athletes who are serious
about increasing
performance in their
respective sport."

Appeals:
 Michael Phelps
 Aimed to inspire,
not just to sell
 Different

Who would like it:
 Athletes, especially swimmers
 People into sports
 Active people
Who wouldn't like it:
 Under Armour's competitors
 People who are not a fan of
Michael Phelps

Recommendation for improvement:
Inspiring video but no sense of the product,
show more of the the product!

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