It must be noted, that although the use of celebrity endorsements is a great strategy and has resulted in huge success for Under Armour, they must now be careful not to turn the consumer off by having an influx of pop-culture references, which can impact the organic credibility that it has been developing over the past 23 years (Friedman, 1986). Wrestler-turned-actor Dwayne Johnson’s endorsement deal with Under Armour earned top ranking among best-matched celebrity-brand partnerships in the fashion and retail sectors, according to a study from Spotted. Johnson, D., 2019. therock. 28-43. 291-314. The effectiveness of this advertising was seen in the first release of ‘Project Rock’ selling out in the first 24 hours (Johnson, 2019). The Rock actively promotes his product line on his social media platforms, which with a combined following of 200 million across Instagram, Facebook and Twitter, is a large reach for Under Armour. Barrymore’s campaign for the comfort-shoe brand launched this spring, with the actress designing a mommy-and-me collection of clogs and sandals in time for Mother’s Day. 927-938. Its global headquarters is located in Baltimore, Maryland, US, with additional North American corporate office locations in Austin and Houston, Texas; Denver, Colorado; New York, New York; San Francisco, California; Portland, Oregon; Nashville, Tennessee; and Toronto, Ontario. But surprisingly enough, many celebrities don't own their earnings to their crafts, but rather to their personal brands. In many ways, before social media came along, this was the ultimate influencer experience brands could hope to gain. Under Armour approached Curry in 2013 as his contract with Nike was about to expire. Classical conditioning occurs when two stimuli are frequently paired together, in which a response that was originally elicited by the first stimulus, eventually is elicited by the second stimulus alone (Solomon, et al., 2019). He spent his time traveling along the East Coast with nothing but apparel in the trunk of his car. Cristiano Ronaldo & NikeOne of the most recognisable faces in the world, Cristiano Ronaldo … Tom Brady has a lot of endorsements, from Sam Adams to Under Armour to Aston Martin. Another example is Misty Copelands ‘Uncontainable’ collection, featuring leggings, crops and shoes. His first team sale came at the … Michael Phelps cannot be stopped. Harvard Business Review , 2012. Thwaites, D., 1995. Z., 1999. In another approach, Under Armour’s rival Nike rolled out an ambitious ad campaign over the weekend touting “Equality,” with its own star power from LeBron James, Serena Williams, Kevin Durant… Sports marketing: a new ball game with new rules. Under Armour’s Founder on Learning to Leverage Celebrity Endorsements. It's hard to find a single negative word about Copeland or Durant. Journal of Consumer Research , 1(4), pp. Baltimore native and IBF junior lightweight champion Gervonta "Tank" Davis stands on Interstate 95 with his Under Armour billboard in the background. Actor Dwayne “The Rock” Johnson” and ballerina Misty Copeland, two other celebrity endorsers of Under Armour, were also critical with Johnson calling … ( Log Out /  They want consumers to associate their brand with credible sources. [Online] Available at: https://hbr.org/2012/05/under-armours-founder-on-learning-to-leverage-celebrity-endorsements[Accessed 2 April 2019]. The “greatest Olympian ever,” gold medal winner Michael Phelps does endorsements for companies such as Visa, Omega, Hilton, and Subway, but has been picked up again by sports gear brand Under Armour. While some athletic brands opt for star-studded celebrity endorsements, Under Armour has long been on a mission to use legit, awe-inspiring athletes to show off its stuff.Case in point: the brand's Under Armour Wrestler-turned-actor Dwayne Johnson’s endorsement deal with Under Armour has been ranked as the best-matched celebrity-brand partnership in the fashion and retail sectors. Is the athlete’s sport important when picking an athlete to endorse a nonsport product?. Professional Football Sponsorship—Profitable or Profligate?. The aim of this campaign is to have the Rock’s confidence, strong-willed persona and hardworking attitude transferred to the brand. 4th Edition ed. In an incredibly challenging year, Soles4Souls has continued to create sustainable jobs and provide relief in 2020. Erdogan, B. Journal of Advertising Research, 33(5), p. 21. Coming up just behind Johnson and Under Armour were model Winnie Harlow and Tommy Hilfiger (#2), Ashley Graham and Rag & Bone (#4), and Drew Barrymore and Crocs (#5). Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Change ), You are commenting using your Facebook account. Under Armor has a lot of sports celebrity endorsed products. Under Armour: Our Story. “Luxury brands tend to be more dismissive of data than mass-market brands,” explained Spotted CEO Janet Comenos. The Changing Nature of a Consumer Society: Brand Name Usage in Popular American Novels in the Postwar Era. Steph Curry | NBA. by Jamaal Brown (article) and Milos Kitanovic … It was a good call for Sportswear brand Under Armour to hire actor Dwayne “the Rock” Johnson as the face of the brand, according to research company Spotter. Kevin Plank, cofounder and CEO of Under Armour, recently told my colleague Tom Foster that the company has... 2. [Online]Available at: https://www.underarmour.com.au/en-au/DNA.html[Accessed 2 April 2019]. Under Armour Inc., 2019. 149-164. Under Armour (NYSE: UA) is one of the fastest-growing companies in the apparel industry. By some estimates, 14% to 19% of all U.S. advertisements feature celebrity endorsements, and in 2010 the athletes Tiger Woods, Phil Mickelson, and … Under Armour is a fine example of a company who uses celebrity endorsements to promote their products. It's Under Armour, however, that's arguably the least discriminate and most generous in paying for celebrity endorsements. Classical conditioning is an age-old method which advertisers have used to trigger subconscious connections between stimuluses provided. BH Cosmetics by Ashley Tisdale Through the use of these notable and well followed public figures, Under Armour has created multiple advertising campaigns pairing the brand with these influencers to show an inextricable link of how their products are not used for fashion and showboating but rather hard work and constant training in order to achieve tremendous feats such as those accomplished by these individuals. Revenue is the top line item on an income statement from which all costs and expenses are subtracted to arrive at net income. An example is Dwayne Johnsons new collection recently released called ‘Project Rock’, which comprises of Male and Female clothing and footwear which are branded with the Rocks bull symbol and quotes such as “Rents due” and “Hardest worker in the room” (Under Armour, 2019). The Under Armour Conspiracy Under Armour is a company that is familiar with the in’s and out’s of celebrity endorsements. He managed to win endorsements from Barry Bonds, Tom Brady, Brandon Jennings, and many others. Change ), You are commenting using your Google account. “Consumers know that Under Armour is an authentic brand that was built on the field. Coming up just behind Johnson and Under Armour were model Winnie Harlow and Tommy Hilfiger (#2), Ashley Graham and Rag & Bone (#4), and Drew Barrymore and Crocs (#5). Under Armour is a young sportswear company founded in 1996 which in its short life cycle has managed to surpass many of the top existing sportswear companies such as Reebok & Puma and has positioned itself as the third most popular sports clothing brand behind Adidas and Nike (Forbes, 2016). Change ), https://www.forbes.com/pictures/57ffcf244bbe6f19f2b51eee/forbes-fab-40-2016/#3988a9d164e1, https://hbr.org/2012/05/under-armours-founder-on-learning-to-leverage-celebrity-endorsements, https://www.underarmour.com.au/en-au/DNA.html, https://www.underarmour.com.au/en-au/project-rock/. Powered by Check out all of the NFL star's endorsements here. Athletes’ endorsements reinforce that, and they provide us with a bigger platform to communicate our product stories.” Kevin Plank, CEO of Under Armour Inc. Not only does Under Armour promote the brand through these individuals, they also collaborate with them and engage with what they think Under Armour as a company could be doing better. A significant share of that money goes towards celebrity endorsements, which Spotted ranks according to factors like a celebrity’s perceived trustworthiness and authenticity, the overlap between their audience and that of a given brand, and their risk potential (think PR disasters like sexual misconduct or doping scandals). Under Armour's Founder on Learning to Leverage Celebrity Endorsements. Under Armour Inc's quarterly sales jumped 30 percent as the company's new sport shoes endorsed by NBA star Stephen Curry and golfer Jordan Spieth were a big hit with customers. 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