Under Armour has a rockstar stable of sponsored athletes, including Steph Curry, Jordan Spieth, Tom Brady, Cam Newton, and The Rock—but they have not been enough to help the brand out of its slump. About Under Armour, Inc.. Classical conditioning is an age-old method which advertisers have used to trigger subconscious connections between stimuluses provided. 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). Under Armour's Founder on Learning to Leverage Celebrity Endorsements. Under Armour Inc., 2019. 4th Edition ed. According to celebrity research company Spotted, the deal topped its annual list of the best-matched brand endorsements in the fashion retail sector, based in part on the popularity of the action movie star and former pro wrestler, as well as his personality alignment with the performance-driven sportswear brand. Product #: Pages: 5. 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. Change ), https://www.forbes.com/pictures/57ffcf244bbe6f19f2b51eee/forbes-fab-40-2016/#3988a9d164e1, https://hbr.org/2012/05/under-armours-founder-on-learning-to-leverage-celebrity-endorsements, https://www.underarmour.com.au/en-au/DNA.html, https://www.underarmour.com.au/en-au/project-rock/. Athletes’ endorsements reinforce that, and they provide us with a bigger platform to communicate our product stories.” Kevin Plank, CEO of Under Armour Inc. Not only does Under Armour promote the brand through these individuals, they also collaborate with them and engage with what they think Under Armour as a company could be doing better. Rejoicing with Phelps is his outfitter Under Armour – his contract lasts from the year 2010. Burnett, J., Menon, A. 149-164. Another example is Misty Copelands ‘Uncontainable’ collection, featuring leggings, crops and shoes. Source credibility is when a source has a persuasive impact that comes from it's perceived expertise, trustworthiness, and believability. Under Armour has been known to go outside of athletes when it comes to its celebrity endorsements. 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. Consumer Behaviour: Buying, Having, Being. Classical conditioning occurs when two stimuli are frequently paired together, in which a response that was originally elicited by the first stimulus, eventually is elicited by the second stimulus alone (Solomon, et al., 2019). Under Armor has a lot of sports celebrity endorsed products. The Rock actively promotes his product line on his social media platforms, which with a combined following of 200 million across Instagram, Facebook and Twitter, is a large reach for Under Armour. Future. Celebrity endorsement deals have been around for ages. Under Armour places celebrity endorsements with presidency at risk Photo: Under Armour via Inquirer Sports (sourced via Blasting News Library) The sports brand wrote a press release statement to improve a recovery from the public. The Under Armour Project Rock 1. [Online]Available at: https://www.underarmour.com.au/en-au/DNA.html[Accessed 2 April 2019]. Johnson, D., 2019. therock. Martin, J. H., 1996. Check out all of the NFL star's endorsements here. ( Log Out /  The brand did $2.3-billion in sports clothing in 2014 and has been known to pay tens of millions of dollars for celebrities to get behind their product such as the $30 million dollar deal that Under Armour made with basketball great, Kevin Durant. The “greatest Olympian ever,” gold medal winner Michael Phelps does endorsements for companies such as Visa, Omega, Hilton, and Subway, but has been picked up again by sports gear brand Under Armour. Want to read more articles like this one? Through the use of these notable and well followed public figures, Under Armour has created multiple advertising campaigns pairing the brand with these influencers to show an inextricable link of how their products are not used for fashion and showboating but rather hard work and constant training in order to achieve tremendous feats such as those accomplished by these individuals. [Online] Available at: https://hbr.org/2012/05/under-armours-founder-on-learning-to-leverage-celebrity-endorsements[Accessed 2 April 2019]. One of Under Armour's main marketing efforts is to get consumers to trust their brand through celebrity endorsements. Under Armour began offering footwear in 2006. Journal of Advertising Research, 33(5), p. 21. Under Armour is an American sports clothing and accessories company. 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). 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). WordPress.com VIP. Under Armour approached Curry in 2013 as his contract with Nike was about to expire. All rights reserved. “Consumers know that Under Armour is an authentic brand that was built on the field. By some estimates, 14% to 19% of all U.S. advertisements feature celebrity endorsements, and in 2010 the athletes Tiger Woods, Phil Mickelson, and … While some athletic brands opt for star-studded celebrity endorsements, Under Armour has long been on a mission to use legit, awe-inspiring athletes to show off its stuff.Case in point: the brand's 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. [Online] Available at: https://www.underarmour.com.au/en-au/project-rock/[Accessed 2 April 2019]. Cristiano Ronaldo & NikeOne of the most recognisable faces in the world, Cristiano Ronaldo … Under Armour, 2019. Kristen Bell For Old Navy. Change ), You are commenting using your Twitter account. 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. Michael Phelps cannot be stopped. “Luxury brands tend to be more dismissive of data than mass-market brands,” explained Spotted CEO Janet Comenos. He managed to win endorsements from Barry Bonds, Tom Brady, Brandon Jennings, and many others. Z., 1999. International Journal of Advertising , 14(2), pp. 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. It's Under Armour, however, that's arguably the least discriminate and most generous in paying for celebrity endorsements. Endorsers serve several purposes, the main ones being to engage consumers; to strengthen recall of brand; to reinforce product image; to give the brand credibility; and to increase likelihood of product purchase (Martin, 1996; Burnett, et al., 1993; Thwaites, 1995). 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. (sources: Forbes, Sports Keeda) Appropriately named “the walking billboard”, Cristiano Ronaldo is one of the wealthiest… In an incredibly challenging year, Soles4Souls has continued to create sustainable jobs and provide relief in 2020. Under Armour’s Founder on Learning to Leverage Celebrity Endorsements. Nowhere has the success of the endorsement been clearer so far than with sales of The Rock’s signature sneaker, which sold out in a mere 30 minutes when it was first released in May. The aim of this campaign is to have the Rock’s confidence, strong-willed persona and hardworking attitude transferred to the brand. Through the use of classical conditioning, Under Armour has positioned itself in the eye of the consumer as a sports apparel company with products manufactured for performance and results, and with its ambassadors being at such a high level in their chosen fields, provides the brand with the credibility and dependability it deserves. “Of all Fashion & Retail endorsement deals active in 2018, Under Armour had the highest-scoring endorsement deal partnering with Dwayne ‘The … ( Log Out /  Friedman, M., 1986. 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). Let's take them one by one: 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. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Michael Phelps | Swimming. Celebrity Endorsement: A Literature Review. Steph Curry | NBA. Revenue can be defined as the amount of money a company receives from its customers in exchange for the sales of goods or services. He spent his time traveling along the East Coast with nothing but apparel in the trunk of his car. 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… Thwaites, D., 1995. Please fill out this field with valid email address. The Under Armour Conspiracy Under Armour is a company that is familiar with the in’s and out’s of celebrity endorsements. GoodPeople. & Smart, D. T., 1993. 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. Kevin Plank, cofounder and CEO of Under Armour, recently told my colleague Tom Foster that the company has... 2. 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. Michael Phelps Celebrity Endorsement of Under Armour. Forbes. The company is a supplier of sportswear and casual apparel. 291-314. Professional Football Sponsorship—Profitable or Profligate?. Sports marketing: a new ball game with new rules. 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Baltimore native and IBF junior lightweight champion Gervonta "Tank" Davis stands on Interstate 95 with his Under Armour billboard in the background. Barrymore’s campaign for the comfort-shoe brand launched this spring, with the actress designing a mommy-and-me collection of clogs and sandals in time for Mother’s Day. Erdogan, B. This has led to different lines of clothing and footwear which endorsers are credited for. Project Rock. The Journal of Consumer Marketing, 13(6), pp. Shoe brands had a stellar track record with celebrity endorsements in 2018 — and Under Armour‘s partnership with Dwayne “The Rock” Johnson ranked right at the head of the class. by Jamaal Brown (article) and Milos Kitanovic … But surprisingly enough, many celebrities don't own their earnings to their crafts, but rather to their personal brands. Tom Brady has a lot of endorsements, from Sam Adams to Under Armour to Aston Martin. Steph Curry is widely known as the “face of Under Armour’s footwear line” and currently has a... 2. The pairing scored the first place on Spotter’s annual list of best-matched celebrity endorsements. Harvard Business Review , 2012. Nov 12, 2018 - Breaking News in Advertising, Media and Technology Under Armour is a young sportswear company founded in 1996 which in its short life cycle has managed to surpass many of the top existing sportswear companies such as Reebok & Puma and has positioned itself as the third most popular sports clothing brand behind Adidas and Nike (Forbes, 2016). Another example is Misty Copelands ‘Uncontainable’ collection, featuring leggings, crops and shoes. “The creative directors of these high-end labels tend to use celebrities as creative muses, even if every indication shows that the celebrity is a poor choice.”, © 2021 Fairchild Publishing, LLC, a subsidiary of Penske Business Media, LLC.FN and Footwear News are registered trademarks of Fairchild Publishing, LLC. Its global headquarters is located in Baltimore, Maryland, US, with additional North American corporate office locations in Austin and Houston, Texas; Denver, Colorado; New York, New York; San Francisco, California; Portland, Oregon; Nashville, Tennessee; and Toronto, Ontario. Top 25 Most Influential Under Armour Sponsored Athletes on Social 1. Forbes, 2016. His first team sale came at the … Under Armour: Our Story. Related: 10 Richest Boxers Of All Time. In many ways, before social media came along, this was the ultimate influencer experience brands could hope to gain. Melbourne : Pearson Australia. Revenue is the top line item on an income statement from which all costs and expenses are subtracted to arrive at net income. Is the athlete’s sport important when picking an athlete to endorse a nonsport product?. Under Armour is a fine example of a company who uses celebrity endorsements to promote their products. 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. Journal of Marketing Management, 15(4), pp. Journal of Consumer Research , 1(4), pp. Actor Dwayne “The Rock” Johnson” and ballerina Misty Copeland, two other celebrity endorsers of Under Armour, were also critical with Johnson calling … Wrestler-turned-actor Dwayne Johnson’s endorsement deal with Under Armour earned top ranking among best-matched celebrity-brand partnerships in the fashion and retail sectors, according to a study from Spotted. Under Armour (NYSE: UA) is one of the fastest-growing companies in the apparel industry. To have source credibility, the celebrity endorsers … Powered by [Online] Available at: https://www.instagram.com/therock/[Accessed 2 April 2019]. [Online] Available at: https://www.forbes.com/pictures/57ffcf244bbe6f19f2b51eee/forbes-fab-40-2016/#3988a9d164e1[Accessed 2 April 2019]. In a recent ranking of actor endorsement deals and campaigns from Spotted, a data and research provider focused on the celebrity endorsement space, Johnson’s deal with Under Armour … With athletic and celebrity endorsement ranging from football’s Tom Brady, to his wife and model Gisele Bundchen, to former wrestler and current actor Dwayne ‘The Rock’ Johnson, … It's hard to find a single negative word about Copeland or Durant. 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). Luxury brands tended not to fare as well as their mass-market counterparts, with Versace’s Christy Turlington deal and Burberry’s campaign featuring Iris Law earning low marks. BH Cosmetics by Ashley Tisdale 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. 927-938. The Canadian pop star has a wide following all over the … Under Armour was founded on September 25, 1996 by Kevin Plank, a then 24-year-old former special teams captain of the University of Maryland football team.Plank initially began the business from his grandmother's basement in Washington, D.C. 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 … Change ), You are commenting using your Google account. 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). 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. 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. The Changing Nature of a Consumer Society: Brand Name Usage in Popular American Novels in the Postwar Era. Under Armour annual/quarterly revenue history and growth rate from 2006 to 2020. Solomon, M., Russell-Bennet, R. & Previte, J., 2019. They want consumers to associate their brand with credible sources. Michael Phelps is the most successful Olympic athlete in history. Under Armou… Change ), You are commenting using your Facebook account. ( Log Out /  Under Armour Wrestler-turned-actor Dwayne Johnson’s endorsement deal with Under Armour has been ranked as the best-matched celebrity-brand partnership in the fashion and retail sectors. Right around back-to-school season, Old Navy's cause platform … Justin Beiber and Calvin Klein Deal. ( Log Out /  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). 28-43. 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