Gisele Bündchen has some company when it comes to avoiding distraction. Steady, focused, undistracted — those are the words that describe Under Armour‘s recent media rating performance. Across both traditional news outlets and social media channels the current #3 earned media-ranked athletic apparel brand hit a new media rating high coming out of August at 82 points, up +4 points over July’s performance. Year-over-year and cumulative growth rates are moderate given the more prolonged growth curve at Under Armour. The brand is well ahead of its trailing 12-month rating average of 76 points and with a series of global marketing campaigns on the launch pad, it’s entirely possible UA could move within striking range of 90 points. (Note that Nike is currently at 94 points on a trailing 12-month average of 92.)
Regarding coverage, it’s a struggle where to begin. The brand is making considerable inroads into women’s athletic apparel and the media is taking note given the dominant position of Lululemon and other brands in that sector. UA is also riding an athlete endorsement extravaganza with Stephen Curry, Jordan Spieth, and Misty Copeland all lined up for high-profile marketing and media outreach programs.
Under Armour clearly understands how the sneaker/apparel business is changing. Revenue growth and media opportunity are not just about James Harden and LeBron James. Athletic apparel customers are more athletic and health focused today. They increasingly identify with personalities they can relate to on a lifestyle level, versus just watch on ESPN. Curry, Spieth, and Copeland are perfect examples of UA’s well thought-out strategy to leverage the shifting sentiment in the athletic apparel buyer.