The first part of the ad features people working out in UA apparel and wearing one of the three versions of the new Prototype cross-trainer shoes. It is a combination of live-action film and CGI. The ad plays to Under Armour's near cultlike following. "This is a huge turning point for the Under Armour brand, and this is exactly the right venue to launch our first sneaker," says Steve Battista, vice-president of marketing. The 60-second ad, for which the company is spending more than $5 million, features a computer-generated version of company spokesman "Big E" (former NFL player Eric Ogbogu). 3, Under Armour will run its first-ever Super Bowl ad for a cross-trainer sneaker it figures will start to challenge Nike, Adidas, Reebok, and New Balance in the heavily competitive athletic footwear category. Under Armour is nonexistent beyond baseball and football cleats, yet it is on that very formidable wall that Under Armour CEO Kevin Plank aims to grow the company. Nearby, though, an entire wall is devoted to footwear, the turf on which Nike and Adidas dominate.
#UNDER ARMOUR PROTOTYPE 3 SKIN#
That's because when it comes to reaching 10- to 24-year-olds, Under Armour "performance" apparel - which wicks perspiration off the skin instead of absorbing it - draws more dollars at Dick's than Nike does. The display is about the same size as Nike's space, despite Nike being 10 times the size of the Baltimore upstart. Walk into the Dick's Sporting Goods in Brighton, Mich., and you come to an Under Armour display of shirts, shorts, hoodies, underwear, and socks.
0 kommentar(er)
