‘I WILL’

“I am indeed a king, for I know how to rule myself.” -Pietro Aretino

The Brand

Under Armour, Inc. is an American sporting goods manufacturer which supplies athletic and casual apparel, as well as footwear. It was founded in 1996 and is therefore much younger than established athletic market leaders Nike and Adidas.

Under Armour was ranked 3rd in a recent top of 50 sporting goods brands by share of lifestyle consumer purchases in 2014 (Statista).

Under Armour has slowly been eating into Nike's market share and is now the second most-popular athletic apparel brand in America.

Positioning Under Armour is offering

innovative and high quality athletic apparel.

The brand’s ethos “I Will” is powered by its signature story of being an underdog brand, which has to work hard to outperform “big players”.

Key endorsements with stars has helped the brand to cement its position as a premium brand.

“We pick that athlete with a chip on their shoulder and their desire to win because it aligns with our own attitude”.

- Kevin Plank CEO

Much like the brand's ad campaigns showing athletes working hard toward their goals accompanies with empowering catchphrase “Rule Yourself," the company relies on exhibiting honest, hard work and no egos to connect with its target audience.

Brand Identity -

The Underdog

Rule Yourself

Stephen Curry – Player in the NBA. TW: 5.1M. FB: 5,620M. Insta:10M

Under Armour provides footwear, apparel and equipment the athlete needs to push through a tough workout. But with the ad brand aims to create that extra inspiration to improve every day, to keep building their inner army, and to stay determined.

Rule Yourself

Jordan Spieth – Pro Golfer. TW: 1.3M. FB: 381K. In: 894K

The campaign follows the shift in sports brands from showcasing lives of elite athletes to going behind scenes to show an insight athletes ruthless training regime.

In March 2016 Under Armour launched the new “Rule Yourself” campaign featuring Michael Phelps to tell the

Rule Yourself

"It's What You Do in the Dark That Puts You in the Light,"

Michael Phelps – Worlds most decorated Olympian. TW:

1.59MFB: 7,72M IN: 813K

Phelps will be one of the most followed athletes competing on the world's stage this summer in Rio de Janeiro.

Marketing Week 2016

Marketing Week 2016

Rule Yourself

With The Rio Olympic Games just around the corner. Under Armour will increase its ROI from its campaign having secured endorsements with key athletes from most watched disciplines during the Olympic Games.

“You are the sum of all your training”

I WILL

Rule Yourself

Content Marketing and Shift from Website to Mobile.

• On Average 28% of organisations marketing budget is spent on content marketing (Content marketing institute)

• In 2015 mobile traffic overtook desktop traffic in 10 different countries. (Google)

• Sales completed on a mobile device, smartphones account for around 18%, while tablets account for 82%, based on the data sample from the IMRG Capgemini m-Retail Sales Index.

Marketing Trends

Video Ads, adTech and Marketing Automation.

More and more publishers are approving “native looking” platforms to integrate with content. This creates an opportunity to offer segmented and targeted ads to reach ideal customer base.

Use of marketing automation platforms has surged, and the most successful businesses are now implementing real-time analytics to optimize how they engage each individual buyer. Unveiling opportunities to build new relationship between brands and users.

According to Cisco 80% of all internet traffic will be streaming videos by 2019 which will be a 64% increase since 2014.

Marketing Trends

Rise of technology: Virtual Reality (VR)

• Offering new ways for marketers to develop branded content with almost boundless limitations.

• £710M has been invested into developing this technology (Deloitte, 2016). And according to Goldman Sachs the industry will be worth £56bn by 2025.

• Development of Oculus Rift and other VR devices will introduce an entire new perspective of online advertising, with integration to popular social media platforms, video channels, and even forms of direct messaging.

Marketing Trends

Increase in social media consumption empowers consumers to have a significant impact on brand equity. Thus, brands are seeking news ways to engage with their ideal customer base. This opens up a huge space for creative content to be produced to differentiate the brand on the market.

Insight-driven marketing and ability to segment and analyse customer base through technology and target each segment with ads, makes it difficult for brands to get attention. Unless brand/campaign has a unique content based on emotion, sentiment, engagement to resonate with brands core values .

METHOD MAGIC EMOTION

Knowing your core principles.

Insight is uncovering, uncovering is knowing where to look.

METHOD

• Collaborate with members of the team to learn about in house business development process, understand best practices and gather full understanding of the company.

• Learn about existing accounts, identify key value drivers to define the product.• Use Uniform’s content to build presence on social media channels. To establish

physical proof and credibility in the space to act as a brand ambassador.• Develop (if not already in place) LinkedIn and social media prospecting strategy,

to generate new leads• Undertake thorough research about potential clients to identify their problems.

MAGIC

EMOTION

It’s still magic even if you know how its done.

• Using in house expertise to develop innovative solution for each individual problem.

• Approaching potential client (call, email, networking) with targeted innovative and relevant solution.

• Creating value, by providing ideas (some ideas), information, highlighting relevant reports, to potential clients to build trust, and open the door to potential collaboration.

• Listening, gathering feedback from every touchpoint starting from, initial approach to their feedback about the company’s current positioning/strategy/targets.

- T. Pratchett

MAGIC

EMOTION

METHOD

“Emotions are like waves. You cannot stop them from coming but you can decide which ones to surf”.

• Re-evaluating approach strategies and solutions based on previous experience/feedback/need. To maintain innovative method towards solving problems.• Maintain data on trends, issues and opportunities to

identify new emerging markets to grow into.

- J Mårtensson

METHOD

MAGIC

EMOTION

Thank you