Under Armour is 1 point off its 4-year high this month, on the cusp of launching a series of major advertising campaigns around key endorsement athletes. We’re talking Stephen Curry, Tom Brady, Jordan Spieth, and Misty Copeland. An amazing lineup that if executed correctly could move Under Armour into mid-80s rating territory.
The brand is up +2 points this month with a strong 78 point media rating. Media momentum has been steadily building over the last 3 months.
The company is expanding in many different directions, and not just towards Nike and Adidas. Lululemon and Victoria’s Secret are firmly in the company’s crosshairs as the company has signed a number of top female athletes to drive its expanded brand messaging. These include four-time World Cup Champion skier Lindsey Vonn, model Gisele Bundchen, iconic ballet dancer Misty Copeland, World Cup champion Kelley O’Hara, and professional surfer Brianna Cope.
Note to Under Armour marketing: mediaQuant tracks all these athletes and their endorsement brands.
I’m really excited to see the new ad campaign as the referenced athletes are all dark horses (with the exception of Brady and Bundchen) who came from relative obscurity to dominate their sport. It’s a great approach that abandons the Nike model of throwing tons of money at the obvious top athlete in a target sport just to get their name associated with the brand. UA made a few calculated endorsement deals BEFORE these athletes struck gold in their respective sport.