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 lack of my ideas is to the detriment of the brand as a lot of really good information gets lost in the mix.
Under Armour Can Win From The “Niche-Out” Canelo Alvarez vs Julio Cesar Chavez Jr
In 2017 I was developing my marketing concept “Niche-Out” and I wanted Under Armour to utilize Alvarez more. My background of living in San Diego and being deeply connected to the Mexican community gave me the chance to live through the Julio Cesar Chavez era and see how the Mexican community in San Diego was just as enamored with him as they were with Selena. At that time brands weren’t focusing on the dollars present in the Mexican community and they still aren’t really focused on the fastest growing culture in the U.S.
When I wrote the post in 2017 I called for UA to utilize Canelo more. They really haven’t done that and now on the most recent Complex Sneaker Shopping with Joe La Puma the news breaks that Canelo is a sneaker free agent. While many people aren’t thinking of him as a signature athlete or as a promotable athlete in kicks, what I see is a completely different thing. I see a guy with incredible star power and the ability to engage an entire culture in a similar fashion to soccer players. While that culture isn’t thought of as ‘sneaker’ people, I know from first hand experience what I see when I’m out doing store dives. Mexicans are shopping and buying kicks. They are in many ways more invovled in sport and fashion than African-American kids who are gravitating away from mainstream brands to wear Vans and Puma.
While I realize that many won’t see this as big news, I see it as a smart play for the right brand. In my opinion that brand is New Balance who has a roster of Latino athletes. The more natural alignment of course will be with Nike as they have begun to focus a lot of energy on Asia Pacific Latin America (APLA).
Under Armour has once again failed to capitalize on an athlete who could have given them a considerable edge in the Mexican community. It’s a similar loss to what happend with Sloan Stephens (in a niche sport) leaving Under Armour. I probably wouldn’t have known that Canelo was available if it wasn’t for Joe La Puma.
Thanks Joe. Click to watch this episode of Sneaker Shopping:
