In another approach, Under Armour’s rival Nike rolled out an ambitious ad campaign over the weekend touting “Equality,” with its own star power from LeBron James, Serena Williams, Kevin Durant… Under Armour has been known to go outside of athletes when it comes to its celebrity endorsements. Project Rock. Sports marketing: a new ball game with new rules. Under Armour, 2019. To have source credibility, the celebrity endorsers … Under Armour has also done similar collections with other celebrity endorsers such as Stephen Curry’s basketball collection, which includes his latest shoe the Curry 6, as well as his SC30 performance clothing line. The Journal of Consumer Marketing, 13(6), pp. Journal of Consumer Research , 1(4), pp. By creating associations between products and endorsers, advertisers have allowed themselves to enhance the image of their product, as well as shed light on the different aspects their product has to offer. According to eMarketer, fashion and retail spent more than any other sector on advertising in 2017, accounting for 22 percent of the $202 billion total. Under Armour is a fine example of a company who uses celebrity endorsements to promote their products. 4th Edition ed. Coming up just behind Johnson and Under Armour were model Winnie Harlow and Tommy Hilfiger (#2), Ashley Graham and Rag & Bone (#4), and Drew Barrymore and Crocs (#5). Under Armour: Our Story. “Luxury brands tend to be more dismissive of data than mass-market brands,” explained Spotted CEO Janet Comenos. Top 25 Most Influential Under Armour Sponsored Athletes on Social 1. Through the constant promotion on The Rock’s Instagram and twitter accounts, Under Armour products become somewhat synonymous with his persona and values, creating a new demand from consumers who wish to associate themselves with characteristics of Johnson and believe that through wearing and using their products, it will help them achieve great feats similar to which The Rock has accomplished. The aim of this campaign is to have the Rock’s confidence, strong-willed persona and hardworking attitude transferred to the brand. For instance, it is a huge sponsor of Duck Dynasty, which has managed to become a very successful reality TV show in spite or rather … Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading inventor, marketer and distributor of branded performance athletic apparel, footwear and accessories.Designed to make all athletes better, the brand's innovative products are sold worldwide to consumers with active lifestyles. Justin Beiber and Calvin Klein Deal. He managed to win endorsements from Barry Bonds, Tom Brady, Brandon Jennings, and many others. Coming up just behind Johnson and Under Armour were model Winnie Harlow and Tommy Hilfiger (#2), Ashley Graham and Rag & Bone (#4), and Drew Barrymore and Crocs (#5). They want consumers to associate their brand with credible sources. Consumer Behaviour: Buying, Having, Being. “Of all Fashion & Retail endorsement deals active in 2018, Under Armour had the highest-scoring endorsement deal partnering with Dwayne ‘The … An example is Dwayne Johnsons new collection recently released called ‘Project Rock’, which comprises of Male and Female clothing and footwear which are branded with the Rocks bull symbol and quotes such as “Rents due” and “Hardest worker in the room” (Under Armour, 2019). Thwaites, D., 1995. Celebrity Endorsement: A Literature Review. [Online] Available at: https://www.instagram.com/therock/[Accessed 2 April 2019]. It's Under Armour, however, that's arguably the least discriminate and most generous in paying for celebrity endorsements. Stephen Curry is a professional NBA player who has collaboration with Underarmour to launch a line of basketball sneakers, and the result is the UA Curry 3. Change ), You are commenting using your Twitter account. Through the use of these collections, Under Armour has expanded its reach across all athletic platforms, reaching a wide range of people from dancers to basketballers, encouraging the message that Under Armour has a product for everyone, and not just a product which looks good, but a product which improves performance and contributes to the success of such big name athletes and celebrities. Under Armour's Founder on Learning to Leverage Celebrity Endorsements. A is a knit bootie in a patriotic mix of red, white and blue, and a restock in June was likewise snapped up by fans. Michael Phelps | Swimming. Michael Phelps is the most successful Olympic athlete in history. Under Armour approached Curry in 2013 as his contract with Nike was about to expire. Kevin Plank, cofounder and CEO of Under Armour, recently told my colleague Tom Foster that the company has... 2. 149-164. Product #: Pages: 5. Change ), You are commenting using your Google account. Steph Curry | NBA. WordPress.com VIP. One of Under Armour’s major focuses was on the performance aspect of its clothing and footwear, rather than style and look like many of its competitors. It must be noted, that although the use of celebrity endorsements is a great strategy and has resulted in huge success for Under Armour, they must now be careful not to turn the consumer off by having an influx of pop-culture references, which can impact the organic credibility that it has been developing over the past 23 years (Friedman, 1986). Kristen Bell For Old Navy. GoodPeople. To position itself in the eyes of consumers as a highly functionable and sought-after product, Under Armour has made deals with athletes such as Stephen Curry (Golden State Warriors Point/Shooting Guard, NBA), Michael Phelps (USA Olympic Swimmer), Anthony Joshua (World Champion Heavy Weight Boxer), Misty Copeland (American Ballet Dancer), and Dwayne “the rock” Johnson (Actor) (Under Armour Inc., 2019). 927-938. Under Armour Inc., 2019. Revenue is the top line item on an income statement from which all costs and expenses are subtracted to arrive at net income. In many ways, before social media came along, this was the ultimate influencer experience brands could hope to gain. Under Armor has a lot of sports celebrity endorsed products. His first team sale came at the … [Online] Available at: https://www.underarmour.com.au/en-au/project-rock/[Accessed 2 April 2019]. BH Cosmetics by Ashley Tisdale Nov 12, 2018 - Breaking News in Advertising, Media and Technology Under Armour is an athletic apparel manufacturer that has made great strides in the past decade to establish themselves as a leader in the market beside companies like Nike and Adidas. Erdogan, B. But surprisingly enough, many celebrities don't own their earnings to their crafts, but rather to their personal brands. Right around back-to-school season, Old Navy's cause platform … Forbes. The Under Armour Conspiracy Under Armour is a company that is familiar with the in’s and out’s of celebrity endorsements. Is the athlete’s sport important when picking an athlete to endorse a nonsport product?. A significant share of that money goes towards celebrity endorsements, which Spotted ranks according to factors like a celebrity’s perceived trustworthiness and authenticity, the overlap between their audience and that of a given brand, and their risk potential (think PR disasters like sexual misconduct or doping scandals). Another example is Misty Copelands ‘Uncontainable’ collection, featuring leggings, crops and shoes. Rejoicing with Phelps is his outfitter Under Armour – his contract lasts from the year 2010. ( Log Out / Let's take them one by one: 1. Under Armou… 291-314. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Journal of Advertising Research, 33(5), p. 21. Cristiano Ronaldo & NikeOne of the most recognisable faces in the world, Cristiano Ronaldo … by Jamaal Brown (article) and Milos Kitanovic … Forbes, 2016. Baltimore native and IBF junior lightweight champion Gervonta "Tank" Davis stands on Interstate 95 with his Under Armour billboard in the background. [Online] Available at: https://hbr.org/2012/05/under-armours-founder-on-learning-to-leverage-celebrity-endorsements[Accessed 2 April 2019]. Under Armour Inc's quarterly sales jumped 30 percent as the company's new sport shoes endorsed by NBA star Stephen Curry and golfer Jordan Spieth were a big hit with customers. The use of celebrities and athletes is a method used my most brands and involves well-known individuals using their social status and fame to help promote a product, service or even raise awareness on environmental or social matters (Erdogan, 1999). 28-43. Journal of Marketing Management, 15(4), pp. The Canadian pop star has a wide following all over the … It was a good call for Sportswear brand Under Armour to hire actor Dwayne “the Rock” Johnson as the face of the brand, according to research company Spotter. 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