under armour celebrity endorsements

by on January 20, 2021

He managed to win endorsements from Barry Bonds, Tom Brady, Brandon Jennings, and many others. Under Armour (NYSE: UA) is one of the fastest-growing companies in the apparel industry. by Jamaal Brown (article) and Milos Kitanovic … Michael Phelps Celebrity Endorsement of Under Armour. ( Log Out /  Celebrity Endorsement: A Literature Review. GoodPeople. 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. Under Armour is an American sports clothing and accessories company. 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. Project Rock. 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. Future. The Changing Nature of a Consumer Society: Brand Name Usage in Popular American Novels in the Postwar Era. Revenue can be defined as the amount of money a company receives from its customers in exchange for the sales of goods or services. 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. (sources: Forbes, Sports Keeda) Appropriately named “the walking billboard”, Cristiano Ronaldo is one of the wealthiest… He spent his time traveling along the East Coast with nothing but apparel in the trunk of his car. 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. 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. Sports marketing: a new ball game with new rules. ( Log Out /  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. Kristen Bell For Old Navy. In many ways, before social media came along, this was the ultimate influencer experience brands could hope to gain. ( Log Out /  “Of all Fashion & Retail endorsement deals active in 2018, Under Armour had the highest-scoring endorsement deal partnering with Dwayne ‘The … “Luxury brands tend to be more dismissive of data than mass-market brands,” explained Spotted CEO Janet Comenos. Forbes, 2016. Z., 1999. Actor Dwayne “The Rock” Johnson” and ballerina Misty Copeland, two other celebrity endorsers of Under Armour, were also critical with Johnson calling … “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. 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). His first team sale came at the … Another example is Misty Copelands ‘Uncontainable’ collection, featuring leggings, crops and shoes. Baltimore native and IBF junior lightweight champion Gervonta "Tank" Davis stands on Interstate 95 with his Under Armour billboard in the background. The company is a supplier of sportswear and casual apparel. Steph Curry | NBA. But surprisingly enough, many celebrities don't own their earnings to their crafts, but rather to their personal brands. Revenue is the top line item on an income statement from which all costs and expenses are subtracted to arrive at net income. 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. & Smart, D. T., 1993. Want to read more articles like this one? 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/. Please fill out this field with valid email address. “Consumers know that Under Armour is an authentic brand that was built on the field. Justin Beiber and Calvin Klein Deal. [Online] Available at: https://www.forbes.com/pictures/57ffcf244bbe6f19f2b51eee/forbes-fab-40-2016/#3988a9d164e1[Accessed 2 April 2019]. 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. [Online] Available at: https://hbr.org/2012/05/under-armours-founder-on-learning-to-leverage-celebrity-endorsements[Accessed 2 April 2019]. BH Cosmetics by Ashley Tisdale 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). 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. Related: 10 Richest Boxers Of All Time. Johnson, D., 2019. therock. 28-43. 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. International Journal of Advertising , 14(2), pp. The Under Armour Project Rock 1. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Change ), You are commenting using your Google account. Under Armour is a fine example of a company who uses celebrity endorsements to promote their products. Burnett, J., Menon, A. Michael Phelps cannot be stopped. Classical conditioning is an age-old method which advertisers have used to trigger subconscious connections between stimuluses provided. Under Armour began offering footwear in 2006. 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). 291-314. 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. Top 25 Most Influential Under Armour Sponsored Athletes on Social 1. [Online] Available at: https://www.instagram.com/therock/[Accessed 2 April 2019]. Melbourne : Pearson Australia. 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… Another example is Misty Copelands ‘Uncontainable’ collection, featuring leggings, crops and shoes. Product #: Pages: 5. Forbes. The Canadian pop star has a wide following all over the … 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. This has led to different lines of clothing and footwear which endorsers are credited for. 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. 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. The Journal of Consumer Marketing, 13(6), pp. 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. WordPress.com VIP. Martin, J. H., 1996. 149-164. Check out all of the NFL star's endorsements here. Michael Phelps is the most successful Olympic athlete in history. 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. Journal of Marketing Management, 15(4), pp. Consumer Behaviour: Buying, Having, Being. Kevin Plank, cofounder and CEO of Under Armour, recently told my colleague Tom Foster that the company has... 2. 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. Source credibility is when a source has a persuasive impact that comes from it's perceived expertise, trustworthiness, and believability. 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 … 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. 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. Celebrity endorsement deals have been around for ages. 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