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Under Armour is an American sports clothing and accessories company. Future. Related: 10 Richest Boxers Of All Time. By some estimates, 14% to 19% of all U.S. advertisements feature celebrity endorsements, and in 2010 the athletes Tiger Woods, Phil Mickelson, and … ( Log Out /  Under Armour is an athletic apparel manufacturer that has made great strides in the past decade to establish themselves as a leader in the market beside companies like Nike and Adidas. Change ), You are commenting using your Twitter account. To position itself in the eyes of consumers as a highly functionable and sought-after product, Under Armour has made deals with athletes such as Stephen Curry (Golden State Warriors Point/Shooting Guard, NBA), Michael Phelps (USA Olympic Swimmer), Anthony Joshua (World Champion Heavy Weight Boxer), Misty Copeland (American Ballet Dancer), and Dwayne “the rock” Johnson (Actor) (Under Armour Inc., 2019). “The creative directors of these high-end labels tend to use celebrities as creative muses, even if every indication shows that the celebrity is a poor choice.”, © 2021 Fairchild Publishing, LLC, a subsidiary of Penske Business Media, LLC.FN and Footwear News are registered trademarks of Fairchild Publishing, LLC. Powered by [Online] Available at: https://www.underarmour.com.au/en-au/project-rock/[Accessed 2 April 2019]. ( Log Out /  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). Journal of Advertising Research, 33(5), p. 21. Journal of Marketing Management, 15(4), pp. Under Armour (NYSE: UA) is one of the fastest-growing companies in the apparel industry. Cristiano Ronaldo & NikeOne of the most recognisable faces in the world, Cristiano Ronaldo … Project Rock. To have source credibility, the celebrity endorsers … [Online] Available at: https://www.forbes.com/pictures/57ffcf244bbe6f19f2b51eee/forbes-fab-40-2016/#3988a9d164e1[Accessed 2 April 2019]. Under Armour began offering footwear in 2006. The effectiveness of this advertising was seen in the first release of ‘Project Rock’ selling out in the first 24 hours (Johnson, 2019). The Journal of Consumer Marketing, 13(6), pp. 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. Change ), You are commenting using your Google account. It's hard to find a single negative word about Copeland or Durant. Under Armour has also done similar collections with other celebrity endorsers such as Stephen Curry’s basketball collection, which includes his latest shoe the Curry 6, as well as his SC30 performance clothing line. Endorsers serve several purposes, the main ones being to engage consumers; to strengthen recall of brand; to reinforce product image; to give the brand credibility; and to increase likelihood of product purchase (Martin, 1996; Burnett, et al., 1993; Thwaites, 1995). “Consumers know that Under Armour is an authentic brand that was built on the field. 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). Michael Phelps | Swimming. Kristen Bell For Old Navy. 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 is a knit bootie in a patriotic mix of red, white and blue, and a restock in June was likewise snapped up by fans. 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). According to eMarketer, fashion and retail spent more than any other sector on advertising in 2017, accounting for 22 percent of the $202 billion total. 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. Under Armor has a lot of sports celebrity endorsed products. One of Under Armour's main marketing efforts is to get consumers to trust their brand through celebrity endorsements. Source credibility is when a source has a persuasive impact that comes from it's perceived expertise, trustworthiness, and believability. Shoe brands had a stellar track record with celebrity endorsements in 2018 — and Under Armour‘s partnership with Dwayne “The Rock” Johnson ranked right at the head of the class. [Online] Available at: https://www.instagram.com/therock/[Accessed 2 April 2019]. About Under Armour, Inc.. Under Armour approached Curry in 2013 as his contract with Nike was about to expire. Under Armour has been known to go outside of athletes when it comes to its celebrity endorsements. Friedman, M., 1986. Michael Phelps is the most successful Olympic athlete in history. Through the use of classical conditioning, Under Armour has positioned itself in the eye of the consumer as a sports apparel company with products manufactured for performance and results, and with its ambassadors being at such a high level in their chosen fields, provides the brand with the credibility and dependability it deserves. Revenue is the top line item on an income statement from which all costs and expenses are subtracted to arrive at net income. 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). 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). 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/. According to celebrity research company Spotted, the deal topped its annual list of the best-matched brand endorsements in the fashion retail sector, based in part on the popularity of the action movie star and former pro wrestler, as well as his personality alignment with the performance-driven sportswear brand. Under Armour, 2019. [Online] Available at: https://hbr.org/2012/05/under-armours-founder-on-learning-to-leverage-celebrity-endorsements[Accessed 2 April 2019]. Erdogan, B. Nowhere has the success of the endorsement been clearer so far than with sales of The Rock’s signature sneaker, which sold out in a mere 30 minutes when it was first released in May. Solomon, M., Russell-Bennet, R. & Previte, J., 2019. [Online]Available at: https://www.underarmour.com.au/en-au/DNA.html[Accessed 2 April 2019]. Under Armour’s Founder on Learning to Leverage Celebrity Endorsements. His first team sale came at the … The Under Armour Conspiracy Under Armour is a company that is familiar with the in’s and out’s of celebrity endorsements. Nov 12, 2018 - Breaking News in Advertising, Media and Technology GoodPeople. Check out all of the NFL star's endorsements here. Rejoicing with Phelps is his outfitter Under Armour – his contract lasts from the year 2010. Stephen Curry is a professional NBA player who has collaboration with Underarmour to launch a line of basketball sneakers, and the result is the UA Curry 3. The pairing scored the first place on Spotter’s annual list of best-matched celebrity endorsements. 28-43. 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. Under Armour was founded on September 25, 1996 by Kevin Plank, a then 24-year-old former special teams captain of the University of Maryland football team.Plank initially began the business from his grandmother's basement in Washington, D.C. All rights reserved. Thwaites, D., 1995. He managed to win endorsements from Barry Bonds, Tom Brady, Brandon Jennings, and many others. The use of celebrities and athletes is a method used my most brands and involves well-known individuals using their social status and fame to help promote a product, service or even raise awareness on environmental or social matters (Erdogan, 1999). It's Under Armour, however, that's arguably the least discriminate and most generous in paying for celebrity endorsements. Another example is Misty Copelands ‘Uncontainable’ collection, featuring leggings, crops and shoes. Right around back-to-school season, Old Navy's cause platform … Consumer Behaviour: Buying, Having, Being. Michael Phelps cannot be stopped. Please fill out this field with valid email address. Luxury brands tended not to fare as well as their mass-market counterparts, with Versace’s Christy Turlington deal and Burberry’s campaign featuring Iris Law earning low marks. Another example is Misty Copelands ‘Uncontainable’ collection, featuring leggings, crops and shoes. 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… 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. 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. Classical conditioning is an age-old method which advertisers have used to trigger subconscious connections between stimuluses provided. They want consumers to associate their brand with credible sources. For instance, it is a huge sponsor of Duck Dynasty, which has managed to become a very successful reality TV show in spite or rather … Under Armour's Founder on Learning to Leverage Celebrity Endorsements. ( Log Out /  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. In an incredibly challenging year, Soles4Souls has continued to create sustainable jobs and provide relief in 2020. Journal of Consumer Research , 1(4), pp. Sports marketing: a new ball game with new rules. by Jamaal Brown (article) and Milos Kitanovic … ( Log Out /  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. Revenue can be defined as the amount of money a company receives from its customers in exchange for the sales of goods or services. 291-314. Z., 1999. Change ), You are commenting using your Facebook account. 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). The Canadian pop star has a wide following all over the … 149-164. He spent his time traveling along the East Coast with nothing but apparel in the trunk of his car. “Of all Fashion & Retail endorsement deals active in 2018, Under Armour had the highest-scoring endorsement deal partnering with Dwayne ‘The … Under Armour: Our Story. Product #: Pages: 5. Melbourne : Pearson Australia. Forbes, 2016. Is the athlete’s sport important when picking an athlete to endorse a nonsport product?. Under Armour has a rockstar stable of sponsored athletes, including Steph Curry, Jordan Spieth, Tom Brady, Cam Newton, and The Rock—but they have not been enough to help the brand out of its slump. 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). Martin, J. H., 1996. Through the constant promotion on The Rock’s Instagram and twitter accounts, Under Armour products become somewhat synonymous with his persona and values, creating a new demand from consumers who wish to associate themselves with characteristics of Johnson and believe that through wearing and using their products, it will help them achieve great feats similar to which The Rock has accomplished. & Smart, D. T., 1993. Celebrity Endorsement: A Literature Review. 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. Steph Curry | NBA. Justin Beiber and Calvin Klein Deal. Top 25 Most Influential Under Armour Sponsored Athletes on Social 1. Under Armou… Forbes. (sources: Forbes, Sports Keeda) Appropriately named “the walking billboard”, Cristiano Ronaldo is one of the wealthiest… 4th Edition ed. Michael Phelps Celebrity Endorsement of Under Armour. This has led to different lines of clothing and footwear which endorsers are credited for. Under Armour has also done similar collections with other celebrity endorsers such as Stephen Curry’s basketball collection, which includes his latest shoe the Curry 6, as well as his SC30 performance clothing line. Under Armour annual/quarterly revenue history and growth rate from 2006 to 2020. The Changing Nature of a Consumer Society: Brand Name Usage in Popular American Novels in the Postwar Era. Kevin Plank, cofounder and CEO of Under Armour, recently told my colleague Tom Foster that the company has... 2. The aim of this campaign is to have the Rock’s confidence, strong-willed persona and hardworking attitude transferred to the brand. Under Armour is a fine example of a company who uses celebrity endorsements to promote their products. But surprisingly enough, many celebrities don't own their earnings to their crafts, but rather to their personal brands. Let's take them one by one: 1. Celebrity endorsement deals have been around for ages. “Luxury brands tend to be more dismissive of data than mass-market brands,” explained Spotted CEO Janet Comenos. Under Armour Inc., 2019. The brand did $2.3-billion in sports clothing in 2014 and has been known to pay tens of millions of dollars for celebrities to get behind their product such as the $30 million dollar deal that Under Armour made with basketball great, Kevin Durant. By creating associations between products and endorsers, advertisers have allowed themselves to enhance the image of their product, as well as shed light on the different aspects their product has to offer. 927-938. The company is a supplier of sportswear and casual apparel. Burnett, J., Menon, A. With athletic and celebrity endorsement ranging from football’s Tom Brady, to his wife and model Gisele Bundchen, to former wrestler and current actor Dwayne ‘The Rock’ Johnson, … WordPress.com VIP. Professional Football Sponsorship—Profitable or Profligate?. The Under Armour Project Rock 1. Through the use of these collections, Under Armour has expanded its reach across all athletic platforms, reaching a wide range of people from dancers to basketballers, encouraging the message that Under Armour has a product for everyone, and not just a product which looks good, but a product which improves performance and contributes to the success of such big name athletes and celebrities. BH Cosmetics by Ashley Tisdale Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading inventor, marketer and distributor of branded performance athletic apparel, footwear and accessories.Designed to make all athletes better, the brand's innovative products are sold worldwide to consumers with active lifestyles. In many ways, before social media came along, this was the ultimate influencer experience brands could hope to gain. International Journal of Advertising , 14(2), pp. Want to read more articles like this one? Tom Brady has a lot of endorsements, from Sam Adams to Under Armour to Aston Martin. Under Armour places celebrity endorsements with presidency at risk Photo: Under Armour via Inquirer Sports (sourced via Blasting News Library) The sports brand wrote a press release statement to improve a recovery from the public. 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