Under Armour Launched A Series Of Global Marketing Activities

Recently, Under Armour has launched a series of global marketing activities, called It Comes From Below, emphasizing the "powerful force" brought by athletes from their own shoes.

The advertisement is mainly played by baseball player Bryce Harper, who is taking advantage of the hot MLB all star game. Besides, there are also the running series of the Cam Newton and UA of the Carolina Black Panther football quarterback.

Sports shoes other than basketball.

This series of advertisements is still produced by Droga5, a creative agency company. They have been highly praised for a series of Rule Yourself advertisements produced by UA earlier this year. Among them, the one Phelps played was also awarded the Cannes Film Festival.

Compared to MLB all stars, the Rio Olympics in four years this summer is the marketing focus of Under Armour.

It is a great opportunity to display the brand, and overseas expansion is one of its primary goals.

As the Olympic Organizing Committee relaxed its original advertising sponsorship restrictions (that is, "Olympic Charter 40 points", and does not allow non Olympic partners to carry out Olympic related marketing), sports brands like Under Armour and so on can be limited to the Olympic Games contestants' edge ball marketing, which is known as "recognized ambush marketing".

As a matter of fact, ambush marketing has been one of the most important events of the Olympic Games. Companies that have not spent or have been sponsoring the Olympic Games have exposed themselves to the theme of the Olympic Games under various rules. This is the official sponsor of the Olympic Games this year.

It has gained eyeballs from its rivals in many major competitions in the past.

And this year's turn to Under Armour, in addition to Phelps, the brand signed more than 250 athletes, whether well-known or not, will become the Olympic Games brand Nike ambush weapon.

Although Stephen Currie has announced that he will not participate in the Rio Olympics, Under Armour is able to get a number of highly targeted athletes. As the first golfer to return to the Olympic Games, John Spiteh, the "flying fish" who started the retirement war, Phelps's tennis champion Andy Murray in 2012, and the us gymnastics team will all be wearing UA equipment.

There are also 2008 4X400 relay gold medalists Natasha Hastings, American boxing team, American football player O 'Hara, Brazil volleyball player Talita and so on.

For example, the company has rented an outdoor gym on the beach in Rio De Janeiro as a marketing outpost for fans during the Olympic Games, while the Vip Apartments at the top is used to entertain athletes.

Phelps, the American women's gymnastics team, and Holland football player Memphis Depay, which are displayed in the Rule Yourself series, have already accused the Olympic Games.

At the same time, Nike is also preparing its own "Olympic content". Its official website has already produced an "athlete" sub page. Since June this year, 87 athletes have been updated, and none of them has written similar Biographies (including versions of Chinese athletes on the official website of China).

The impact of the Olympic Charter fortieth article is not yet known. Some sponsors such as McDonald's and Citibank have said that they will wait for the end of the Olympic Games to re evaluate the sponsorship value of the Olympic Games.

But this year it must be a scrimmage.