Under Armour Continues Big Moves In Sports Marketing World
Has Under Armour struck gold again with its latest marketing campaign?
Early indications certainly point to yes, as the company’s latest efforts focus on swimmer Michael Phelps and his quest for Olympic glory one last time.
The “Rule Yourself” video trended strong in the sports world, reaching more than 1 million views in just 24 hours on YouTube. The slickly-produced piece drew nearly 2,500 retweets on Twitter as it details the work Phelps is putting in to add to his historic Olympic legacy.
It is the latest in the line of recent success for the brand, which has been on fire in not only identifying talent but executing smart and trendy marketing campaigns with them.
The ability to identify talent - and then compensate that said talent - has been something Nike has dominated over the years with the likes of Michael Jordan, LeBron James, Kobe Bryant, Kevin Durant, Cristiano Ronaldo, Roger Federer and Tiger Woods, among others.
While Nike remains the biggest name and power when it comes to shoe and apparel deals, Under Armour has shown recently it is not to be taken lightly. Its signing of the likes of Steph Curry, Tom Brady, Bryce Harper, Jordan Spieth, Canelo Alvarez and Cam Newton have been significant.
Curry’s unique campaign captured the attention of many as the soon-to-be two-time MVP has evolved into the most popular player in the NBA, while NFL MVP Newton played in the most recent Super Bowl. The 22-year-old Spieth became the No. 1 player in the PGA in 2015, winning both The Masters and the U.S. Open, while the 23-year-old Harper won the National League MVP a year ago. Alvarez, meanwhile, is boxing’s biggest draw following the retirement of Floyd Mayweather, and Brady continues to be one of the biggest names in the NFL. With Curry, Spieth, Harper, Newton and Alvarez, Under Armour also has a young, successful core that ranks among the best of any company.
Under Armour event dipped into the celebrity pool, making big waves with its signing of Dwayne “The Rock” Johnson, who is widely considered one of the top action stars in the movie industry and boasts 110 million followers between his Instagram, Facebook and Twitter pages.
Phelps doesn’t have quite the same celebrity these days as say Curry or The Rock, but it appears to be another strong move by Under Armour, especially with how Phelps could dominate headlines this August at the 2016 Summer Olympics in Brazil.
Activ8Media is an industry-leading digital marketing agency specializing in brand activation, sports marketing, UFC advertising and social media for businesses, athletes and entertainers.