New in-house campaign has big names but a copycat idea
Steve’s breakdown: The good new is Under Armour is investing more in marketing this year than in 2019. The other “could be” news is, is this campaign good enough? I mean, what’s the difference between the “Just do it” and “The Only Way Is Through” campaigns?
Under Armour’s got some big names but was it worth the lack of a good idea? You decide . . .
“Listen, you’re more than your successes, you’re more than your failures—you’re the work,” a voiceover says during a 90-second anthem spot that highlights the training montages of athletes including Phelps, Curry, Tom Brady and Kelley O’Hara.
But unlike previous campaigns that were done with creative agencies, most recently Droga5, the new work was produced entirely in-house.
“It’s back to what the brand essence really is: We used to use big, powerful, visceral messaging that would connect emotionally,” says Brian Boring, VP of global brand creative at Under Armour, noting that recent pushes have centered instead on product marketing. The new platform will be global and continue through the duration of the year.
Boring says Under Armour is still working with some agencies on a project basis.
Under Armour announced the new campaign Tuesday during a two-day summit with athletes, trainers and media in Baltimore. The brand has struggled in recent years as it competes with a host of other performance-based sports brands at a time when consumers are moving toward fashion sportswear.
For its third quarter, Under Armour reported a 1 percent decline in revenue to $1.4 billion, weighed down by a 4 percent decline in North America revenue to $1 billion. Net income for the quarter rose 7 percent to $102 million compared with the year-earlier period. In November, Under Armour confirmed it was under investigation by federal agencies for its accounting practices.