What Did Under Armour Prepare For Rio Olympic Games?

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.

Advertising is mainly played by Bryce Harper, a baseball player, taking advantage of the hot MLB all star game. Besides, the running team of the Carolina Black Panther's rugby quarterback Cam Newton and UA leave the country to show sports shoes other than brand 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.

The impact of the fortieth Olympic Charter is not yet known. Some of the sponsors, such as McDonald's and Citibank, said they would wait for the end of the Olympic Games to reassess the Olympic Games.

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But this year it must be a scrimmage.

Compared to MLB all stars, this summer's four year's one time.

This is the marketing focus of Under Armour, which is a great opportunity to display the brand to the global market, and overseas expansion is one of its primary goals.

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

In fact, ambush marketing has always been one of the highlights of such a big event in the Olympic Games. Those companies that did not spend money or did not sponsor the Olympic Games exposed themselves to the theme of the Olympic Games under various rules. The best sponsor of this game was Nike, the official sponsor of this year's Olympic Games.

And this year's turn to UnderArmour, 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,

It is still a number of highly targeted athletes. As the first golfer to regress to the Olympic Games, John Spiteh, the flying fish, Phelps, the tennis champion Andy Murray of 2012, and the American gymnastics team will wear UA equipment.

Others include the 2008 4X400 relay gold medalist Natasha Hastings, the US boxing team, the US soccer player O 'Hara, the 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 preparing its own "Olympic content". Its official website has already produced an "athlete" sub page. Since June this year, 87 athletes have been updated. None of them has written similar short biographies.