Under Armour Has So Far The Most Expensive Marketing Activities Led By Dwayne Johnson And Other 8 Stars.

Under Armour has recently launched the largest advertising campaign so far that will cover the North American, European and Chinese markets. The new slogan is Will Finds a Way, celebrating the courage, ambition and willingness to become the best people.

The new marketing will include at least 8 athletes and fitness idols, led by Under Armour spokesperson Dwayne Johnson, including NBA point guard Dennis Smith, the US extreme physical fitness King's Jessie Graff, and Yusra Mardini with the identity of Syria refugees and Olympic swimmers, Chinese former Taekwondo athletes, actress Zhang Lanxin and so on.

Zhang Lan Xin

More faces are new. Under Armour and advertising agency Droga5 customize their atmosphere, story and visual style of each advertisement for everyone.

"Because we are a high-end sports performance brand, sometimes we may not be able to touch people who work hard every day in the world."

Adrienne Lofton, senior president of global brand management at Under Armour, said, "for Under Armour, Dwayne (Dwayne Johnson) is the representative of the masses, and is the driving force of all people. This is where he always shines."

Lofton also said that this is the most expensive marketing activity by Under Armour so far, but she declined to give specific figures.

According to Under Armour 2017 annual earnings report, the company invested 565 million 100 thousand dollars in marketing last year, an increase of 18% over 2016, accounting for 11.4% of the company's 2017 revenue.

This is the first wave of campaign in the past year, which has been severely hit by Under Armour and announced the layoffs and reorganizations. The brand and Droga5 Droga5 are about to launch a one year advertising campaign, including more than 400 digital content.

We have previously reported that Under Armour may be the most poorly advertised brand in the US sports brand market. The founder and CEO Plank Plank is the company's "internal advertising expert". Although the advertising performance of the brand in 2016 Olympic Games is very colorful, in the daily marketing, Under Armour rarely leaves a lasting impression on people.

Under Armour recently released negative news once again due to data leakage from the MyFitnessPal application of investment. The company's revenue grew 5% to 14 billion US dollars in the fourth quarter, but reported a net loss of 88 million US dollars.

Executives said they hoped to be able to rely on overseas companies outside the US in 2018.

More than 25% growth was achieved.