ACelebrity endorsements are vital for Under Armour’s financial success. Investing in celebrity endorsements pays off because “endorsements pump up a brand’s sales by $10 million a year, on average.” Especially for Under Armour, celebrity endorsements help reinforce Under Armour’s authentic message and purpose of helping athletes in their performance. The celebrities sharing their testimonies and experience wearing Under Armour gear brings another dimension in communicating Under Armour’s product to its customers. There is a human level approach that reaches the audience in a deeper way, because they hear an authentic voice from their favorite celebrity sharing how Under Armour has helped him or her in their athletic career and journey. Under …show more content…
This helps build consumer trust because it is not a “fake” sponsorship where a celebrity is forced to pose with a brand they do not actually use. Celebrity endorsements have helped Under Armour move up in the hierarchy of athletic brands. Under Armour’s unique choices for celebrity endorsements contribute to its success. Under Armour has acquired many well-known athletes like Tom Brady, Michael Phelps, and Stephen Curry, but they have also focused on selecting celebrities that can expand their target market. For example, they have model Gisele Bündchen, ballerina Misty Copeland, downhill skier Lindsey Vonn, soccer player Kelley O’Hara, golfer Alison Lee, and professional hunter Eva Shockey. All of these celebrity endorsements help Under Armour’s bottom line. Celebrity endorsements drive Under Armour’s sales. Under Armour’s history started with “celebrity endorsements,” with CEO Kevin Plank reaching out to his high school and college teammates who were becoming “celebrity athletes” or looked like celebrities: “big, athletic, and strong.” A successful brand needs to master storytelling in their
Under Armour’s product is swim gear. They sell their product by doing what Adidas did, used motivation, emotion, and a message to connect with the audience. But, Under Armour used a famous celebrity named Michael Phelps. The audience starts to pay attention to the ad and either feels connected or wants to be a better athlete like Phelps. Under Armour finally manipulated their audience into buying their
Celebrity endorsements can make or break a product and even a company. Especially in today’s world many teens will buy a product just predominantly based on who endorses it. For example, Beyoncé promotes both Pepsi and H&M. She is a great representative for both because she is a really big celebrity and she is very well known. She also has a lot of influence. Young girls would love to dress like her and with H&M endorsing her they get that demographic. Pepsi made a good choice because she, like the previous celebrities they endorsement deals with, is a very public figure with a very big name. Many teens and young ...
Under Armour is not only focus on football product; it expanded segments to baseball, hunting, fishing, running, mountain sports, skiing, hockey, and golf.
...er Jason Taylor “Team Jordan is something I wanted to do my whole career. Michael exemplifies everything that I think an athlete should be. The desire the competitiveness, everything about the man says winner and that’s what I’m about.” The hard work and desire Jordan put forth in order to achieve his dreams is well documented, and he has used this as the main focus in advertising his clothing line. By using other sports superstars who have achieved great things, he has been able to capture the attention of the sporting world. Once you put on the shoes and the clothing, you will begin to expect great things out of yourself. These goals come only after dedication and effort. Showing the work ethic of other great athletes and the thoughts that motivate them, Jumpan23 has successfully captured the idea of its clothing line. One has to look no further than the miniature symbol of a man flying through the air in order to imagine the possibilities and see what makes this advertisement so appealing.
Under Armor hired some of the best athletes today that use their shoe to train in order show the rest of the world how great they are and how everyone needs a pair. With a combined net worth of over 500 million dollars, all of the athletes in the commercial are quite credible. The main reason for choosing such extraordinary athletes makes perfect sense because they have had so much success in the past. When people see this commercial, they could relate to it because every Sunday they watch that person score touchdowns for their favorite teams. Once people can relate to a commercial, they will become more interested in the product resulting in a great chance of purchasing it. Also, the tone and vibe that Ray Lewis gives off is quite amazing. He is staring directly into your eyes when watching the commercial, and definite “connects” with the viewer to a deep level. It is almost like you feel the presence of a top athlete giving you advice right to your face.
A decade worth of athletes has had the chance to eclipse Michael Jordan in the minds of the consumer. Yet even out of the spotlight Jordan remains the sports personality with the greatest endorsement chops in the U.S.”( Badenhausen).
Initially, Under Armour focused on selling their products to Division I college football programs. As a former captain for the Maryland Terrapins football team, Plank got tired of wearing heavy cotton t-shirts under his football pads in the hot summer months, and multiple turtlenecks under his pads during the cold late fall months. As a business major at College Park, Plank developed the idea of Under Armour for a management class.
Athletes are offered endorsements to act as a representative for a company to help promote sales. They often are seen in commercials promoting athletic apparel, shoes, sports drinks, food, and other products. Marketing companies know that by associating a product with an athlete it can drastically increase sales.
Under Amour Company ventured into a market segment that was overcrowded, it had thousands of companies that competed against each other. Out of the many companies involved in the trade, the two most formidable threats seemed to be orchestrated by Nike and Adidas. These are two giant sports apparel and footwear, which pride themselves as having been long term veterans in the industry. Nike in particular was christened as the ultimate shoe and athletic apparel company with revenues of $18.6 billion, net income of $1.9 billion and more than thirty two thousand employees globally in the year 2008. This makes it the largest athletic shoe and apparel seller in the world. This company has seen major expansions in outlets throughout the world over the years. Adidas on its part has managed to build a powerful brand through its technological innovations and aggressive marketing where they spend up to thirteen per cent of their revenue besides offering high quality services. These scenarios seem to present Under Armour with a massive competitive disadvantage.
The sports apparel and accessories industry has a highly competitive market. Businesses are constantly competing for elite athletes to sponsor, raw materials, and every opportunity to expand. Under Armour is able to not only survive but thrive in this market because of their ability to think outside of the box. They are constantly creating new and exciting products that help athletes everywhere.
It’s because when I sport the Nike swoosh, I feel as if I representing the Nike brand and the beautiful, driven, fit women I see in their advertisements. Feeling this way gives me the inspiration and confidence to play my best. I feel as if I identify with the women in the advertisements by wearing Nike. “The relationship between persons and the product remains one of the most crucial signifiers within advertisements. Persons in advertisements supply the consumer with a certain identification frame—whether the person is presented as a user or is presented within a lifestyle setting, the viewer is invited to identify him/herself with the presented person.” 202 Brand Culture. The Nike brand does a great job at doing this to their consumers to create brand loyalty. Nike brand users, just like myself, see the athletes using the brands and feel a certain connection to them. Brand loyalty should not only be a goal for brands because of the benefit of having their logo advertised on consumers who fit within their target market, but also for PRICE SOMETHING ECONOMY
For the past twenty-five years, we have seen one of the most popular brand sayings become a part of our daily life. Nike started its “Just Do It” campaign in 1988 with the simple commercial advertisement of an 80-year-old man, Walt Stack, who runs seventeen miles each morning. This campaign is said to be one of the simplest slogans, but yet one of the most effective ones. While athletic apparel companies are struggling to captivate the attention of potential buyers, Nike has influenced the minds of its consumers with three simple words. As a consumer, we are persuaded though this campaign by several high-profile athletes throughout the years such as, Ken Griffey Jr. and Michael Jordan in the 90’s to Tiger Woods and the Williams sisters in the 2000’s. After too many celebrity scandals, Nike decided to campaign their “Just Do It” ads with everyday athletes. The media has interpreted the ‘Just Do It’ ads in many different forms, but mainly contributing a negative connotation with the athletes Nike selects and their irresponsible behavior. Ethically, this advertisement has been provided a confidence boost to a younger generation. Whether it was bad or good, this has been the outcome from this campaign.
In dealing with New Balance’s weakness in the area of marketing it would be beneficial for the company to find a celebrity to endorse their product line. New Balance has always been against celebrity endorsements which emphasize fashion trends and sway potential customers more by popular personalities than by performance and function. This has severely limited the company’s ability to reach the same kind of global awareness as its competitors. New Balance should find a serious, yet well known athlete who holds to the same kind of ideals as the company, to endorse their brand. This will create the type of brand recognition that they need in order to stay competitive.
Nike’s focus for fashion forward women is the following: lead the athleisure trend, increase advertising, and the introduce the #BetterForIt social media campaign. We need to focus on the athleisure trend by increasing our portfolio for the women target market. Athleisure is already 20% of the firm’s revenue and we need to recognize that women are leading this fashion movement. Under Armor and Lululemon are already making headways in this fashion focused market. We need to emphasize our athletic technologies, promoting lighter fabrics and better performance, while still maintaining a level of comfort and fashionability. Increasing the portfolio means nothing if women don’t know we’ve done just that. Nike will need to increase advertising specifically with this target market in mind. The #BetterForIt campaign is one important aspect of these advertising efforts. Similar campaigns should promote and help “normalize” athletic wear in everyday
The second recommendation for Under Armour is that they should develop a shoe line and marketing campaign for women, based on the idea of everyday athlete. Focusing on the fact that women want to compete and have the same performance benefits that everyone wants, but also have a shoe that is stylish enough that she can wear straight