UA Prepare Vengeance T-Shirt, Perfect Combination Of Sportswear And Movie Elements.

As early as 2013, Under Armour has introduced some superhero series costumes, including the heroes of the US captain, Spiderman, Batman, iron man and flash man. At that time, the Avengers' film was hot, and this series of products had a good market reaction in North America.

The influence of Hollywood movies has already been radiated into the field of clothing consumption. Naturally, how to link up with popular movie elements has become a means for every major brand to try. Of course, Under Armour of professional sports equipment will not miss such an opportunity. In early May, the vengeance 2, a superhero movie popular with global fans, is on the way. The US sports brand Under Armour has launched a super hero series T-shirt, which will be sold in May 1st.

For this reason, this year, on the basis of maintaining the original superhero, Under Armour redesigned the costumes of American captain and iron man and so on. In addition, the brand has also added some heroes in Avenger League 2, including Raytheon and the Hulk. To improve the visual effect of clothing patterns and increase the number of heroes, Under Armour provides more choices for "hero worshippers" in the appearance of clothing.

Of course, as High-end professional The sports brand, the product of Under Armour, is more technical. The hero series T-shirt sold in May this year is equipped with more advanced functional technology than before. Among them, the T-shirt uses the latest lightweight technology of the brand, and the fabric has good ductility, so that it can also provide sunscreen, quick sweating and deodorant function when it can be retractable. As you can see, the series T-shirt will help Under Armour open this year. Summer clothing The market.

However, in Super Hero series T-shirt In terms of design, Under Armour is obviously somewhat "eccentric". Earlier, Underoos and other clothing brands also introduced superhero style clothing, because children are more interested in animation, these brands have focused on fitting children size. But Under Armour completely excludes children's customers. The product is only adult size. Secondly, the brand is "one-sided" in the design of the male, the appearance of the clothes and the design of the posters are in the male perspective, and even the "six ABS" visual perception on the T-shirt pattern. Adult male customers may like this series of clothing very much, but for women, only a small number of products are available for them to choose.

Recently, the avenger alliance has also launched a series of costumes and Chinese brand Lining, whose product design is also biased towards male consumers. But compared to Under Armour, Lining's white bottom dress is more ordinary than that of heroic design. Considering the relatively large number of male fans in the avenger, Under Armour and Lining are understandable.

For Under Armour, the brand only focuses on adult males in superhero products, and has reasons for its self-confidence. Under Armour's sports stars are far fewer endorsements than Nike and Adidas. But recently, the brand is very attractive on the topic of spokesperson. It has many real "super heroes". The 21 year old American golfer champion Jordan Spieth signed a ten year long covenant which made Nike jealous. Its NBA star Cooley is a strong competitor to MVP in the regular season this season. Her spokesman is also the spokesman for the NFL patriot quarterback Tom Brady has just won third MVP trophies and led the team to the championship.

The most fresh male superheroes in these sports circles have made Under Armour look good and enjoy the popularity of male fans and consumers. However, this does not mean that Under Armour can neglect the "female compatriots". In 2014, the brand spent $600 million (about 3 billion 700 million yuan) on the promotion of women's products, which is the most expensive brand ever spent in marketing and marketing. But Under Armour did not get the corresponding income in the female consumer market, and its income is still dominated by male products.

In this way, Under Armour, who is in trouble in the female consumer market, has found the problem -- not that women do not like superheroes, but that brands do not try their best to persuade them from product design. Therefore, for Under Armour, to shake Nike's position in the female consumer market, it has to let women wear its superhero T-shirt.

In response, the company CEO Kevin Plank said in an interview recently that the recession of female product sales is related to the design of the product itself, and the brand ignores the new trend of women's sportswear. Next, Under Armour will increase investment in casual women's clothing, more consider the needs of women's sportswear in daily life, instead of focusing on professional sports.