In back to back weeks Under Armour has been the brand behind two of the biggest boxing matches in the last few years. While boxing is a niche sport and many people have abandoned the sweet science for MMA and UFC, when you get fighters like Alvarez who beat Chavez Jr. last night and…
I often write about Under Armour in terms of potential. When Kevin Plank moved back into the captain’s chair, any progression Under Armour attained during Patrik Frisk’s repair and relaunch tenure was immediately in question. I stated that Plank would have to build out a team, but seeing John Varvatos as one of the first…
Under Armour’s most recent Fiscal report provided insight into another difficult moment for the brand. UA always feels to be in transition and with Plank back at the helm he acknowledged as much: TRANSCRIPT_ Under Armour, Inc.(UAA-US), Q4 2024 Earnings Call, 16-May-2024 8_30 AM ET.pdf (gcs-web.com) Plank also provided context around where UA needed to…
Anime controls the screen time of people of all ages. The CrunchyRoll App has seen explosive growth since 2021. The Anime streaming service, according to Statista, is at 13 million subscribers. Anime is no longer a niche, subgenre in the shadows of the Pixar, Disney and Imagination machines. This has contributed to a decrease in…
This could easily be a post about how Nike also generated a considerable amount of coverage, but to do so the information would derive across a number of athletes at different moments. Instead, this post sits squarely on the shoulders of three events: DAZN’s Anthony Joshua vs Francis Ngannou and the NCAA 2024 Indoor Track…
Anthony Joshua & Under Armour sign long-term renewal partnership ahead of pivotal year. To mark the occasion UA has produced an AI commercial ‘Forever Is Made Now,’ as AJ prepares for the Ngannou fight on March 8th. When doing an analysis of Under Armour, it’s easy to forget the company is a global brand. The…
The collection launched on January 26, ahead of a monumental match-up: the third annual NBA x HBCU Classic on February 17 during NBA All-Star Weekend. For the first time ever, the game will see two Under Armour schools, Virginia Union and Winston-Salem State, go head-to-head. Both teams will be featured in Under Armour’s digital and social storytelling…
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 Future 50 Cranks Up the Preseason Heat (underarmour.com) Marketing and branding are often confused for understandable reasons. The process of advertising to…
Source: Love at First Step: Introducing the Curry Flow Go I struggled with the title of this post. For Black people at sports brands, being celebrated can isolate them. To stand out can lead to targeting and mistreatment. It’s the unfortunate circumstance of Black people working in industries controlled by White people. This post isn’t…
Anthony Joshua has teamed up with his cousin and rising star musician, Maulo, to create the ultimate fight night song. Source: Anthony Joshua Uses Music to Mentally Prepare I’ve been overlooking the work at UA lately. The company has ramped up ad spend and marketing is showing up in a variety of places. The work…
Source: NEW BALANCE SIGNS BOSTON CELTICS ROOKIE AARON NESMITH New Balance has been active in adding sponsorships and endorsements. The brand has been signing athletes in basketball and soccer. They have also made it a point to lock up Boston College in a long-term deal. This is in contrast to what their immediate competition is…
Source: INTRODUCING DARK SKY DISTANCE, UNDER ARMOUR’S NEW ELITE PRO RUN TEAM There are several pivotal moments in Nike’s transition where Nike moved from a brand where endorsed players “spatted” the Swoosh onto adidas and Spot-Bilt shoes, to embracing the Swoosh and their support of athletes. In the 1984 Olympics, in Los Angeles, Nike’s push…
Under Armour Welcomes WNBA Star Rookies Bella Alarie, Kaila Charles and Tyasha Harris to Elite Roster (The Dallas Wings landed Ty Harris (above) at no.7 in the draft, a pass-first point guard that steadily increased her scoring each season. She finished her senior season with 12 points per game to go alongside an impressive 5.7…
Source: Men’s Traction LE – Golf I’ve been trying to stress the importance for brands to utilize a strategy I developed named Niche-Out. The concept is simple and while I developed this term, it’s understood by anyone who has worked in any industry, in order to grab marketshare, do one thing very well and…
The following letter was shared by Patrik Frisk with Under Armour’s global teammates on June 8, 2020. https://undrarmr.co/30jSc2R Source: A Message From Under Armour CEO Patrik Frisk On June 8th UA’s CEO wrote a letter. On April 22nd, 2016 Under Armour’s share price was 44.74. Today, Under Armour’s share price is 8.49. On June 8th UA’s CEO…
Source: https://www.kickstarter.com/projects/societynineshoe/society-nine-womens-boxing-shoe Site: https://societynine.com/ Yesterday, my daughter and I turned on the Sean Fagan 20 Minute Muay Thai workout instead of running or lifting weights. My daughter is 12, but she’s participated in UFC training with a pro as the leader of her class. My boxing and training began in the Navy, but is really…
Curry 7 Launch Colorway a Nod to Athletes Everywhere Who Have Ever Been Doubted Source: Introducing Curry 7 UNDRTD Anthem Video and Colorway In the 355P Problems in Retail Class I’m teaching at U.T. Austin this semester, the biggest issue I have is that it’s online and we don’t get to jump into case analysis…
Source: The Designer of the Curry 7 Discusses the Shoe’s Design Inspiration and What It’s like Creating a Shoe for the Sharpest Shooter in the Game In what I think is a first, I know the name of an Under Armour designer. If you find any sneakerhead and ask them to name a designer these…
It’s been a much busier week in sneaker sales than I thought so I didn’t write a lot of articles on ARCH. That doesn’t mean that nothing was happening in the world of sneakers. Here are some of the things I wanted to write about, but didn’t in 3 minutes… well 3:40, but hey…
Sometimes I want to scream so I can get into the door with brands and explain in detail how they can capitalize on the relationships they have. Unfortunately, I don’t have the direct line to the brands and I have to work harder than those people who are within the industry. I find that the…
M.O.M stands for Missed Opportunities in Marketing. I often write about marketing strategies that went awry or missed the mark. It’s easy to armchair quarterback on the work being done in-house and by ad agencies for brands. What’s difficult is actually pulling together a campaign from scratch. In these M.O.Ms I plan to introduce concepts…
The #UAForge96 is back, releasing across three colorways on Feb. 8. Check out the lookbook featuring local creatives from Baltimore and captured by UA Teammate and heralded photographer, Devin Allen: https://undrarmr.co/2Bp0dX1 Source: UA Forge 96 returns for Season II I don’t know who or what has happened at Under Armour in the last few months,…
