I have been a fan of Under Armour gear ever since I was a track and field athlete at the University of Florida. I was such a fan that I wore my first Under Armour shirt when I was competing at the 2004 Olympic Trials in track and field. I remember a lot of the other women competitors asking me about Under Armour, and I told them that it was absolutely fabulous! I even did a project on Under Armour for one of my PR classes on implementing a campaign targeting track and field athletes back in 2004. It is really amazing to see where the brand is going.
Recently, Under Armour has launched a new social media campaign targeting to women titled “Protect this house. I will“. Under Armour has created their own website, Facebook page, I think that this campaign is very fabulous – it is interactive, engaging, and provides a strong online community between the brand and its publics. I think that the use of videos and providing customers with information both in textual and visual form is absolutely key. Putting a human face (ex. having well-known successful female athletes in commercials) with the brand is key to establishing a collaborative and engaging relationship with various audiences.
I think that Under Armour is going to definitely be a key player for other athetlic powerhouses to be aware of, and it will be interesting to see how this campaign plays out. Not only are they really embracing social media proactively, they do have some FABULOUS gear! I have been a fan of the brand ever since 2004, and it is the only workout gear I buy.
Hope you all are having a great day!
Best Wishes,
Karen
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