Kevin Plank Under Armour
Table of Contents
Creative Brief 3
Creative Rationale 4 – 6
Print 1 7
Print 2 8
Print 3 9
Television 1 10
Television 2 11
Television 3 12
Outdoor 1 13
Outdoor 2 14
Outdoor 3 15
Creative Brief
Background: Under Armour started out in 1996 by Kevin Plank, a football player and special teams captain at the University of Maryland. Plank hated constantly changed his sweat soaked clothes at the end of practices and set out to make a better solution.
Kevin Plank did extensive research and developed a new kind of clothing that kept athletes cool and dry in even the most brutal conditions. Plank named …show more content…
his brand Under Armour.
Kevin Plank began business in his grandmother’s garage but by the end of 1998, Under Armour outgrew the small garage and moved headquarters to a warehouse in Baltimore, Maryland.
Target Audience: Men and women of all ages who live an active lifestyle with an above average income.
Mission Statement: Every Under Armour product is making you better.
Competition: Powerful, large, competing brands with similar products and prices.
Creative Objective: Our goal is to launch an incredible campaign and overtake Nike to the biggest athletics brand in the world.
Tone of Voice: Motivational and Emotional Appeal
Single Minded Proposition: I Will
Key Message: Make all athletes better, through passion, design, and the relentless pursuit of innovation.
Deliverables: 3 Print, 3 30 second TV commercials, 3 Outdoor
Mandatories: Campaign tagline, Under Armour logo.
Creative Rationale
Under Armour has experienced an absurd amount of growth since going public a decade ago. Sales went from less than $300 million dollars and not even on the radar of the juggernauts of the industry like Nike and Adidas to $3 billion in this span with over 20% growth annually. This year Under Armour took over Adidas for the number 2 spot in domestic sportswear sales. Under Armour is an extremely unique and desirable position right now considering they arguably have the two biggest and most marketable stars in each of their respective sports in last years NBA MVP and NBA Champion Stephen Curry of the Golden State Warriors and the PGA Tour Player of the Year, Jordan Spieth. According to SportsProMedia, Speith ranks 1 and Curry ranks 2 as the most marketable athletes in the states (3 and 7 internationally). Under Armour also has marketing agreements with Tom Brady, star of the New England Patriots, who won the Super Bowl this year, Clayton Kershaw, the 2014 Cy Young award winner. This gives Under Armour arguably the most dominant player in 4 major sports. The opportunity to grab the once untouchable Nike by the throat and take over as the number 1 athletic apparel brand in the world is there and this campaign intends to take full advantage of that. Under Armour’s share of the footwear market is fairly small, that’s a good thing though because there is a huge opportunity to take over this competitive sector. Most of Under Armour’s footwear sales are in running shoes. Stephen Curry is going to change that for the brand. From overlooked college recruit to overwhelming MVP choice, Curry is the underdog who has emerged as one of the NBA’s most marketable athletes. Curry’s popularity is unquestionable. Curry led NBA in All-Star voting at 1.5 million votes and his number 30 jersey is the NBA’s second best seller behind LeBron James. Curry’s small frame and underdog story is going to be one of the focal points of this campaign. We are going to use Curry to target young kids; his journey to stardom is inspiration for kids who don’t have the physical assets as players such as LeBron James. If we get kids to start wearing Under Armour, we can get them to be brand loyal for life and turn the younger culture away from Nike. With the majority of sporting goods sales to men, Under Armour is going to make the headway necessary to establish dominance in women’s apparel to widen it’s demographic. Under Armour recently signed Misty Copeland who broke barriers and become the first African-American female to be promoted to principal dancer in the American Ballet Theatre’s 75 year history will be the new face of Under Amour’s women’s line. Golf’s future was up in the air after the Tiger Woods debacle, but it suddenly seems a whole lot brighter. At 21, Jordan Speith is the future golf has been waiting for and Under Armour struck gold signing him. This campaign is going to use Spieth to dominate the competitive golf industry in a similar fashion that Nike uses Tiger Woods and Rory McIlroy.
While Under Armour’s $3 billion a year in revenue pales in comparison to Nike’s $28 billion a year, they are establishing themselves as a legitimate threat to the king of sportswear and this campaign will help close that gap even more.
Nike has set the standard when it comes to the sportswear industry and while it may seem Under Armour mimics a lot of Nikes Advertising, the two actually differ greatly. UA acts like an underdog, while Nike is a mighty king. UA is very focused on professional athletes while Nike democratizes fitness. UA is about proving others wrong, while Nike is about doing yourself right. Under Armour has been extremely successful using this underdog approach and this campaign isn’t going to change that, but continue to strengthen that image. Under Armour provides role models that are more relatable to the average person. It’s more fathomable for a consumer to see the 6’2, 190 pound Stephen Curry rather than say a 6’8, 275 pound Lebron James. This campaign is going to be revolved around star studded athletes but ones that the average person can see themselves being. Everyone has been counted out or have been told they couldn’t do something. Under Armour is going to show that motivation and work ethic will help you get to anywhere you want to the campaign’s advertisements are going to reflect …show more content…
that.
Print 1
Headline: They Told Me I Couldn’t Play In This League
Subhead: None
Illustration: Dark basketball court with basketballs all over the floor scattered randomly.
Stephen Curry standing at the free throw line with a basketball in his hand ready to shoot. Color.
Body Copy: Sometimes when things get tough I feel like giving up.
Then I remember I have a lot of people to prove wrong.
Slogan: I Will
Mandatories: Campaign Tagline, Under Armour Logo
Print 2
Headline: Success Is No Accident
Subhead: None
Illustration: Empty driving range with hundreds of balls scattered throughout the field. Dark and rainy. Jordan Speith by himself at on one of the tee boxes finishing a swing with his driver.
Body Copy: There will be Haters.
There will be Doubters.
There will be Non-Believers.
And then there will be You.
Proving them Wrong.
Slogan: I Will
Mandatories: Campaign Tagline, Under Armour Logo
Print 3
Headline: It Always Seems Impossible Until It’s Done
Subhead: None
Illustration: Dark empty Ballet theater with Misty Copeland on the stage looking at the ground
Body Copy: None
Slogan: I
Will
Mandatories: Campaign Tagline, Under Armour Logo
TV 1
Video
Stephen Curry walking in the pouring rain in a hoodie.
Curry walks into empty basketball court and there is a rack of basketballs.
He picks up a basketball and begins shooting and shooting until the commercial ends with “I Will” and the Under Armour logo.
Audio
“Maybe you didn’t know that every shot I take isn’t a game winner”
“Maybe you only see my success and not the countless times I’ve failed”
“The endless times I’ve been in this empty gym”
“The million times I was told I wasn’t good enough”
“That I wouldn’t be able to play in this league”
“That I couldn’t be the best player in the world”
“Maybe I made it look too easy”
TV 2
Video
Long Shot Jordan Speith walking on a golf course for the Masters tournament.
Cut to Stephen Curry walking in a basketball arena before Game 6 of the NBA Finals.
Cut to Tom walking onto the football field before a game.
Cut to Jordan Speith teeing off.
Cut to Stephen Curry making a three in the corner.
Cut to Tom Brady throwing a touchdown.
Cut to Jordan Speith holding the Master’s trophy.
Cut to Stephen Curry holding the NBA Championship Trophy.
Cut to Tom Brady holding the Super Bowl trophy.
End with “I Will” and Under Armour logo.
Audio
We Are The Champions will be playing in the background throughout the commercial
TV 3
Video
Misty Copeland as a toddler receiving her first dance shoes.
Cut to Copeland as a kid dancing by herself.
Cut to Copeland as a kid dancing in her first recital.
Cut to parent’s watching in the crowd.
Cut to Copeland doing ballet in the American Ballet Theatre.
Cut to her parents slightly older in the crowd with a tear in her eye.
End with “I Will” and Under Armour logo.
Audio
Run the World (Girls) by Beyoncé will be playing throughout the commercial
Outdoor 1
Video Billboard of Stephen Curry holding MVP trophy, Jordan Spieth holding the Player of the Year trophy, then Tom Brady holding his 4 NFL MVP trophies, finally it cuts to the UA logo with “Where Greatness Happens.”
Outdoor 2
Video billboards placed on college campuses that are sponsored by Under Armour such as Texas Tech and the University of Maryland that will show students and athletes wearing under amour products
Outdoor 3
Under Armour will sponsor the Texas Bowl on December 29th between Texas Tech and LSU and have banners surrounding the stadium and also have a contest at halftime where random fans will be selected from the stands to have a throwing competition and the winner will receive free UA gear.
Creative Brief 3
Creative Rationale 4 – 6
Print 1 7
Print 2 8
Print 3 9
Television 1 10
Television 2 11
Television 3 12
Outdoor 1 13
Outdoor 2 14
Outdoor 3 15
Creative Brief
Background: Under Armour started out in 1996 by Kevin Plank, a football player and special teams captain at the University of Maryland. Plank hated constantly changed his sweat soaked clothes at the end of practices and set out to make a better solution.
Kevin Plank did extensive research and developed a new kind of clothing that kept athletes cool and dry in even the most brutal conditions. Plank named …show more content…
his brand Under Armour.
Kevin Plank began business in his grandmother’s garage but by the end of 1998, Under Armour outgrew the small garage and moved headquarters to a warehouse in Baltimore, Maryland.
Target Audience: Men and women of all ages who live an active lifestyle with an above average income.
Mission Statement: Every Under Armour product is making you better.
Competition: Powerful, large, competing brands with similar products and prices.
Creative Objective: Our goal is to launch an incredible campaign and overtake Nike to the biggest athletics brand in the world.
Tone of Voice: Motivational and Emotional Appeal
Single Minded Proposition: I Will
Key Message: Make all athletes better, through passion, design, and the relentless pursuit of innovation.
Deliverables: 3 Print, 3 30 second TV commercials, 3 Outdoor
Mandatories: Campaign tagline, Under Armour logo.
Creative Rationale
Under Armour has experienced an absurd amount of growth since going public a decade ago. Sales went from less than $300 million dollars and not even on the radar of the juggernauts of the industry like Nike and Adidas to $3 billion in this span with over 20% growth annually. This year Under Armour took over Adidas for the number 2 spot in domestic sportswear sales. Under Armour is an extremely unique and desirable position right now considering they arguably have the two biggest and most marketable stars in each of their respective sports in last years NBA MVP and NBA Champion Stephen Curry of the Golden State Warriors and the PGA Tour Player of the Year, Jordan Spieth. According to SportsProMedia, Speith ranks 1 and Curry ranks 2 as the most marketable athletes in the states (3 and 7 internationally). Under Armour also has marketing agreements with Tom Brady, star of the New England Patriots, who won the Super Bowl this year, Clayton Kershaw, the 2014 Cy Young award winner. This gives Under Armour arguably the most dominant player in 4 major sports. The opportunity to grab the once untouchable Nike by the throat and take over as the number 1 athletic apparel brand in the world is there and this campaign intends to take full advantage of that. Under Armour’s share of the footwear market is fairly small, that’s a good thing though because there is a huge opportunity to take over this competitive sector. Most of Under Armour’s footwear sales are in running shoes. Stephen Curry is going to change that for the brand. From overlooked college recruit to overwhelming MVP choice, Curry is the underdog who has emerged as one of the NBA’s most marketable athletes. Curry’s popularity is unquestionable. Curry led NBA in All-Star voting at 1.5 million votes and his number 30 jersey is the NBA’s second best seller behind LeBron James. Curry’s small frame and underdog story is going to be one of the focal points of this campaign. We are going to use Curry to target young kids; his journey to stardom is inspiration for kids who don’t have the physical assets as players such as LeBron James. If we get kids to start wearing Under Armour, we can get them to be brand loyal for life and turn the younger culture away from Nike. With the majority of sporting goods sales to men, Under Armour is going to make the headway necessary to establish dominance in women’s apparel to widen it’s demographic. Under Armour recently signed Misty Copeland who broke barriers and become the first African-American female to be promoted to principal dancer in the American Ballet Theatre’s 75 year history will be the new face of Under Amour’s women’s line. Golf’s future was up in the air after the Tiger Woods debacle, but it suddenly seems a whole lot brighter. At 21, Jordan Speith is the future golf has been waiting for and Under Armour struck gold signing him. This campaign is going to use Spieth to dominate the competitive golf industry in a similar fashion that Nike uses Tiger Woods and Rory McIlroy.
While Under Armour’s $3 billion a year in revenue pales in comparison to Nike’s $28 billion a year, they are establishing themselves as a legitimate threat to the king of sportswear and this campaign will help close that gap even more.
Nike has set the standard when it comes to the sportswear industry and while it may seem Under Armour mimics a lot of Nikes Advertising, the two actually differ greatly. UA acts like an underdog, while Nike is a mighty king. UA is very focused on professional athletes while Nike democratizes fitness. UA is about proving others wrong, while Nike is about doing yourself right. Under Armour has been extremely successful using this underdog approach and this campaign isn’t going to change that, but continue to strengthen that image. Under Armour provides role models that are more relatable to the average person. It’s more fathomable for a consumer to see the 6’2, 190 pound Stephen Curry rather than say a 6’8, 275 pound Lebron James. This campaign is going to be revolved around star studded athletes but ones that the average person can see themselves being. Everyone has been counted out or have been told they couldn’t do something. Under Armour is going to show that motivation and work ethic will help you get to anywhere you want to the campaign’s advertisements are going to reflect …show more content…
that.
Print 1
Headline: They Told Me I Couldn’t Play In This League
Subhead: None
Illustration: Dark basketball court with basketballs all over the floor scattered randomly.
Stephen Curry standing at the free throw line with a basketball in his hand ready to shoot. Color.
Body Copy: Sometimes when things get tough I feel like giving up.
Then I remember I have a lot of people to prove wrong.
Slogan: I Will
Mandatories: Campaign Tagline, Under Armour Logo
Print 2
Headline: Success Is No Accident
Subhead: None
Illustration: Empty driving range with hundreds of balls scattered throughout the field. Dark and rainy. Jordan Speith by himself at on one of the tee boxes finishing a swing with his driver.
Body Copy: There will be Haters.
There will be Doubters.
There will be Non-Believers.
And then there will be You.
Proving them Wrong.
Slogan: I Will
Mandatories: Campaign Tagline, Under Armour Logo
Print 3
Headline: It Always Seems Impossible Until It’s Done
Subhead: None
Illustration: Dark empty Ballet theater with Misty Copeland on the stage looking at the ground
Body Copy: None
Slogan: I
Will
Mandatories: Campaign Tagline, Under Armour Logo
TV 1
Video
Stephen Curry walking in the pouring rain in a hoodie.
Curry walks into empty basketball court and there is a rack of basketballs.
He picks up a basketball and begins shooting and shooting until the commercial ends with “I Will” and the Under Armour logo.
Audio
“Maybe you didn’t know that every shot I take isn’t a game winner”
“Maybe you only see my success and not the countless times I’ve failed”
“The endless times I’ve been in this empty gym”
“The million times I was told I wasn’t good enough”
“That I wouldn’t be able to play in this league”
“That I couldn’t be the best player in the world”
“Maybe I made it look too easy”
TV 2
Video
Long Shot Jordan Speith walking on a golf course for the Masters tournament.
Cut to Stephen Curry walking in a basketball arena before Game 6 of the NBA Finals.
Cut to Tom walking onto the football field before a game.
Cut to Jordan Speith teeing off.
Cut to Stephen Curry making a three in the corner.
Cut to Tom Brady throwing a touchdown.
Cut to Jordan Speith holding the Master’s trophy.
Cut to Stephen Curry holding the NBA Championship Trophy.
Cut to Tom Brady holding the Super Bowl trophy.
End with “I Will” and Under Armour logo.
Audio
We Are The Champions will be playing in the background throughout the commercial
TV 3
Video
Misty Copeland as a toddler receiving her first dance shoes.
Cut to Copeland as a kid dancing by herself.
Cut to Copeland as a kid dancing in her first recital.
Cut to parent’s watching in the crowd.
Cut to Copeland doing ballet in the American Ballet Theatre.
Cut to her parents slightly older in the crowd with a tear in her eye.
End with “I Will” and Under Armour logo.
Audio
Run the World (Girls) by Beyoncé will be playing throughout the commercial
Outdoor 1
Video Billboard of Stephen Curry holding MVP trophy, Jordan Spieth holding the Player of the Year trophy, then Tom Brady holding his 4 NFL MVP trophies, finally it cuts to the UA logo with “Where Greatness Happens.”
Outdoor 2
Video billboards placed on college campuses that are sponsored by Under Armour such as Texas Tech and the University of Maryland that will show students and athletes wearing under amour products
Outdoor 3
Under Armour will sponsor the Texas Bowl on December 29th between Texas Tech and LSU and have banners surrounding the stadium and also have a contest at halftime where random fans will be selected from the stands to have a throwing competition and the winner will receive free UA gear.