The positives and negatives of influencer marketing have been discussed an abundance of times on this site. In many instances Under Armour has been the brand utilized in the discussions. It’s easy to see the missteps of a brand from the outside. Hindsight is 20/20 and analysis isn’t risky. A brand strategy is a complex potpourri of tactics. Sticks of cinnamon, rose petals, mint and other items combine to create a fragrance that can be warm and appealing, but the scent eventually fades. In some instances, the scent goes completely unnoticed.
On Running Cloud X, The Rock and Under Armour | Influencer Marketing vs Brand Loyalty
Marketing and branding can be potpourri, or it can be more effective and stickier. To be successful KPI’s which are quantitative must be measured and companies have to rely on faith and qualitative moments of likes and views.
Under Armour was partnered with Tom Brady for over 12 years. Just last year the brand created a GOAT campaign featuring Brady and Morgan Freeman. In return Brady created his own Brady Brand and the writing was on the wall, but to be honest the writing was on the wall as soon as this partnership began. Under Armour very seldomly utilized Brady in meaningful campaigns.
Influencer marketing, endorsements, to be fair, are far too often attached to athletes at unjustifiable prices. Brady made over 10 million a year as an endorser for Under Armour and there isn’t a quantitative measurement which can be mined to discuss how the partnership paid off for Under Armour.
Enter NOBULL who has launched a new running shoe, The Drive. Brady is repping the sneaker. The irony is he is an athlete who is retired and was never touted as a sprinter and isn’t necessarily a fitness standout, but this doesn’t matter. The Drive doesn’t release until April 11th. NOBULL is placing considerable effort into marketing for obvious reasons.
Brady has taken on a Curry like relationship with the company. According to Sportsmanor, “Brady is the second largest shareholder of NOBULL now.” This is no longer an endorsement. Brady has a reason to ensure the success of NOBULL. Which brings up an interesting point, what makes an influencer or endorser the correct brand partner?
What exactly is influence? What is marketing and branding and how does a brand see the benefits of delivering millions of dollars to popular people and athletes? In the case of a signature sneaker, influence is easily measured. Brady was never attached to a sneaker for Under Armour. He was attached to… sleepwear. Seriously, the biggest moment Brady had with UA was for pajamas:
NOBULL’s use of Brady has already been more visible, but the skin in the game is much different for Brady than it was with Under Armour. Marketing and branding become like deep cleaning a home which provides a long-term clean and fresh smelling benefit beyond just scent.
Under Armour’s payment to Brady wasn’t like Steph Curry and Under Armour. Curry was granted some ownership. Michael Jordan has ownership. A signature sneaker is a form of ownership. An endorsement or influencer marketing deal is potpourri in a bathroom, or air freshener. The scent is nice and can cover odors, but it fades. Brady with NOBULL could be equally as impactful as Curry has been to Under Armour. This is something to watch closely. Will you be paying attention?
Note: Tom Brady did have an ownership with Under Armour which makes this a more compelling discussion.
