2. Popular Ad Campaign
Under Armour “I Will”
Under Armour, Inc.
Under Armour was founded in 1996 by Kevin Plank, a former special teams captain of the
University of Maryland football team. Under Armour is a top of the line developer and
distributor of performance apparel for footwear and accessories. Under Armour’s products are
sold all over the world and athletes of various sports wear their product on a global level. Under
Armour’s headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam's
Olympic Stadium, and additional headquarters in Denver, Toronto, Guangzhou, Hong Kong and
China.
Competitors:
For a company that started in 1996 and didn’t start offering footwear till 2006, they managed
well and stood their ground. They hand to deal with competitors like Nike, Adidas, Columbia
Sportwear and The North Face.
“I WILL”
On February 13, 2013 at a press event in NYC Under Armour launched “I WILL”, its biggest
ever global marketing campaign. The campaign was built to bring out the passion, fortitude and
strength of mind that pushes all types of athletes. Under Armour’s has a strong commitment of
creating and providing products that provide top of the line performance. Under Armour’s
campaign contains creative spot lights for Canelo Alvarez a boxing welterweight World
Champion, Sloane Stephens, Bryce Harper the reigning National League Rookie of the Year, and
Kemba Walker a NBA player leading his team in points, assists and steals per game.
Media
The Under Armour campaign got underway globally online and unveiled on television in the US
on Saturday, February 16th on TNT during NBA All-Star Weekend. The ad is very popular on
television and people are noticing it.
Opportunities
With the introduction of Sloane Stephens in their new “I Will” campaign, the attention of the
female market will increase.
Opinion
The Under Armour “I Will” campaign is one on my favorite ads because of the simplicity and
influence the ad shows. The use of great athletes representing their brand only helps exploit them
even more. Any company that can have their “net revenues increased 23% in the first quarter of
2013 to $472 million compared with net revenues of $384 million in the prior year's period.” is
doing something right. Also, the “net income decreased 47% in the first quarter of 2013 to $8
million compared with $15 million in the prior year's period, largely reflecting the planned
timing of marketing expenditures. Diluted earnings per share for the first quarter of 2013 were
$0.07 compared with $0.14 per share in the prior year's period”. (http://investor.underarmour.com/)
Under Armour’s ads and commercials are well taught out and in depth. The ad shows passion
through their brand which influences a lot of its consumers.
