Back for its 8th year, the elite football camp welcomed 50 of the best juniors and seniors in high school football to one of the most coveted events in the UA Next circuit
Marketing and branding are often confused for understandable reasons. The process of advertising to fans and potential fans is marketing. All of the aspects of marketing lead to branding. One can’t happen without the other and only one is quantifiable. Marketing typically allows for KPIs and data. An ad run on YouTube gives a company insight into who is engaging with the content. An influencer on TikTok or some social media platform can dig into their analytics and provide some insight. Branding however requires a lot of trust and takes a considerable amount of patience. Under Armour understands this and their Future 50 Football camp is an exercise in the long-play.
Athletes have been marketed to by Nike consistently and this has led to a brand awareness unparalleled in the market. Other companies haven’t done this with the same attention to detail and this has kept them on the second and third tiers of the industry. Football is a sport that is built on the backs of Black males. Black males view Nike as a family member in many instances. In a variety of interviews and questions asked of young Black men, I often find them irrationally connected to the Swoosh. Sport provides a gateway to those young athletes and football levels the playing field. The problem is football is niche in sportswear. No one is wearing cleats on a daily basis and the training gear for football is worn by based on affiliation.
With this understanding, why would Under Armour spend money continuing to operate the Future 50 when the results from this avenue of branding can’t be quantified? Professional athletes are among the most celebrated and followed people on social media. Showing support to these athletes early provides a memory and a moment for those athletes. When they become college and professional competitors, they can become ambassadors. Even if they don’t become famous the experiences provided by the brand will create an affinity towards the brand later in life. Check out this quote:
“Over the years, UA Next sparked a passion in me to use my platform as an athlete to support other young athletes early in their football careers and help create change for my community,” said Tyler Booker, the University of Alabama Offensive Tackle. “This past May, I hosted my very own UA Next-inspired camp, called the Tyler Booker Football Camp, in my hometown of New Haven, Conn. – it was surreal to be able to give back to the community that raised me and impart my wisdom on the next generation of football players.”
Under Armour hosted 50 players. Those players received training and gear. Those players will become college athletes and potentially pros. They are connected to their parents, coaches and teammates who hear about the experience and see the gear. Those 50 players end up reaching an additional audience of hundreds and possibly thousands as social media images begin to circulate. An authentic experience contributes to branding. The cost can’t be quantified, and the reach can’t be measured, but if you aren’t branding it becomes apparent over time.