AdAge.com asks the question, “What Would You Get If You Crossed a Nike Ad Mixed With An IBM Spot?” The answer is a complicated Under Armour advert that is strategically structured to inspire us as much as the organization’s first campaign – Protect this House. The branding is accurate. Under Armour continuously highlights its strategic positioning as an innovative organization. The brand further understands its target market and knows that its current consumer and potential consumer seek the best performing apparel and equipment crafted around technology.
Under Armour supports its development with a voiceover stated in the above video, “The next great athletic innovation isn’t available yet, but it’s being built at Under Armour right now.” Under Armour further states in the video’s description, “Will the dream. Will the future. Will it to happen.”
The brand recently tweeted, “OUR JOB IS…TO MAKE YOU BETTER. TO MAKE ALL ATHLETES BETTER. ONE INNOVATION AT A TIME #IWILL”
The marketing is clear, concise, and easily understood. Essentially, Under Armour is encouraging every athlete to take responsibility and hold yourself accountable. I WILL.
Below is Under Armour’s press release for its ‘Biggest Ever Global Marketing Campaign.’
Baltimore, MD (February 12, 2013) – Today, Under Armour (NYSE:UA), the leading sports performance apparel, footwear, and accessories brand, launched I WILL™, its biggest ever global marketing campaign, at a press event in New York City. Featuring Under Armour’s iconic I WILL trademark, the campaign brings to life the passion and determination that drives all athletes and Under Armour’s commitment to engineering innovative products that provide real performance advantages. At the event the brand unveiled the campaign’s principal creative spot featuring Canelo Alvarez, boxing’s welterweight World Champion, Sloane Stephens, the only teenager ranked in the top 20 in the WTA, Bryce Harper, the reigning National League Rookie of the Year, and Kemba Walker, who is currently leading his NBA team in points, assists and steals per game. The 60-second spot depicts the next generation of athletes in their authentic training environment outfitted in the brand’s most technologically advanced products.
Under Armour CEO and Founder Kevin Plank and Chief Operating Officer Kip Fulks introduced the new campaign and the brand’s latest product innovations with the help of NFL Pro Bowler Arian Foster and former MMA Champion and Hollywood star Gina Carano.
“Ten years ago Under Armour became a household name when the brand asked athletes everywhere to ‘Protect this House.’ The response in the iconic commercial, and throughout the years, has been the same: I WILL,” said Plank. “Today, Under Armour inspires the next generation of athletes to unleash their inner resolve and our I WILL trademark confirms our promise to continuously redefine the future of performance through innovation that will help give athletes an edge.”
The campaign launched today globally online and debuts on television in the US on Saturday, February 16th on TNT during NBA All-Star Weekend. To view the full spot please visit I WILL. The spot will also air on multiple networks including ESPN and MTV. Other elements include digital, OOH, grassroots, international extensions, a social competition and a new microsite, IWILL.ua.com launching on February 15th.
The brand also showcased its Armour39™ system– a first of its kind digital performance monitoring system designed to uncover the potential within all athletes that train to get better. Launching in March 2013, the system provides a single score WILLpower measurement that reflects an individual’s overall effort during a workout session. The Armour39 system also tracks heart rate, calories burned, and intensity. Designed to seamlessly integrate into any workout, Armour39 allows athletes to uncover precise information about their training and athletic potential.
The brand also previewed the UA Spine Venom and Micro G® Toxic Six from the 2013 performance footwear collection and the new ColdGear® Infrared insulated apparel collection.
About Under Armour, Inc.
Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The Company’s products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe. The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam’s Olympic Stadium, and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China. For further information, please visit the Company’s website at www.ua.com.