Under Armour Brand Strategy: Spirit Of Communication

Under Armour has successfully established itself in the professional sports industry, and then needs to link the spirit of sports to develop the mass market.

Under Armour has few advertisements, but its positioning is steady, accurate and ruthless. The low-key marketing style is very capable of creating topics.

The message that the advertisement tells consumers is simple and direct: Under Armour gives the wearer the power, ambition and fighting spirit, which is the core spirit of people's sports.

When the above links are established, consumers buy from Under Armour not only physical products, but spirit of strength and mettle.

Under Armour's commercial advertising is clear about what sports fans are attracted to and what they can buy.

Under Armour is willing to show "pain".

These "pain" moments are displayed by the strong, wild, stubborn and aggressive movements of the athletes.

At the same time, Under Armour signed all the sports stars with such generality.

Even Under Armour's female model, JAS, has been different from most female models who do yoga in advertising, Pilates or jogging sports products.

In the movie, bang Chen plays a combat fighter in the competition, practicing in the boxing room alone, hitting the wall with the slide projector continuously.

The whole movie has no background music. It's very touching.

It is not difficult to find that the difference between Under Armour advertising and mass sports brand positioning can be described by the difference between "Athlete" (athlete) and "Sporty men" (sports people).

Making every consumer an athlete is the unique competitive power Kevin Plank has always emphasized.

In addition to its visual impact advertising, advertising and other hard advertising, Under Armour's embedded advertising also fits the brand image.

For example, in recent years, in a lot of action movies, the tough guys in the movie will unwittingly find a small Logo of Under Armour, like Rock and Van Diesel in speed and passion, special forces.

These celebrity endorsements are very much in line with the brand characteristics of Under Armour.

What's worth noting is the store culture of Under Armour.

Un de r Armour basically shows itself as a franchise store. Half of the salesmen are professional athletes. The reason why Under Armour employs athletes is that

It is believed that only athletes know athletes, who want to be athletes or athletes.

Shop decoration style bold and bold, and the existing public

There is a clear distinction between urban wind.

The store style of Under Armour is more rigid and cool, the cement plate texture of floor / wall / ceiling, and the coordination of cold light, this cold aesthetic element runs through.

After the US domestic market stabilized, Under Armour began to enter the European and Asian markets.

The choice of Under Armour brands is not abrupt in Japan, which is closely related to American sports.

When the sports market is highly professional and standardized, the market share is quickly occupied.

In 2010, sales of Under Armour in Japan had exceeded $100 million.

The great success made Under Armour headquarters realize the great potential of the Asian market.

According to Michael Gable, Asia director of Under Armour, China and Korea will be the key markets to expand in the next 5 to 10 years.

However, Chinese sports brand consumers still have limited awareness of Under Armour.

Compared with the global layout of Nike and Adidas, sales of Under Armour are highly dependent on the US market.

In China, it was not until April 2011 that Under Armour opened its first exclusive store in Shanghai port Hui square.

Up to now, there are only 31 stores in China, all of which are located in commercial landmark buildings in China's first tier cities.

However, they have taken a firm step in China.