Under Armour Marketing Evaluation: Breaking into Asia
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The ad features Olympic swimmer Michael Phelps discussing his training and motivation to always improve. It is intended to inspire viewers and promote the brand as focused on performance enhancement rather than just sales. While the ad inspires viewers through Phelps' story, it does not clearly show or describe the company's sportswear products.
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Under Armour was founded in 1996 with a mission to make athletes better through innovation in athletic apparel. Originally focused on compression shirts that wick moisture away from the skin, the brand now supplies gear for many sports. Key dates include sponsoring college football teams in 1997 and signing NFL supply deals in 2001. The brand markets heavily through sports sponsorships and media campaigns emphasizing performance. While facing competition from larger brands like Nike, Under Armour has grown significantly through innovation and authentic partnerships with athletes.
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• It avoided the ongoing discussion about who or what was to blame and instead used positive statements from those affiliated with the teams.
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• Before the end of the games, it announced an eight-year extension of its sponsorship of U.S. speedskating through 2022.
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8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
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Social Media is Eating Retail- The $Trillion Trend You Can't Ignore.pdf
Social media isn't just for cat videos anymore. It's a SHOPPING MALL generating a WHOPPING $1 TRILLION!
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Social Media is Eating Retail- The $Trillion Trend You Can't Ignore.pdf
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Under Armour Marketing Evaluation: Breaking into Asia
- 1. http://youtu.be/Xh9jAD1ofm4 Integrated Marketing Communications Ad Evaluation Jason Grant
- 4. Swimming gear Running gear Footwear And more… Sportswear products for all ages and genders
- 5. 11.8 million views 34,000 shares (Since March 2016) Running gear Footwear
- 6. Target Market: "Athletes who are serious about increasing performance in their respective sport."
- 7. Appeals: Michael Phelps Aimed to inspire, not just to sell Different
- 8. 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
- 9. Recommendation for improvement: Inspiring video but no sense of the product, show more of the the product!