Case Study: Under Armor

Case Study # 116390

Business > Companies
Business > Marketing

Analyzes the factors contributing to the success of Under Armor's advertising campaign.

2,234 words () | 2 sources | APA | 2009 United States

Paper Summary:

This paper discusses the growing advertising empire of the athletic equipment and wear company Under Armor. The writer describes the company's product and how it is promoted on the Internet, on television, and through various forms of publicity, such as the agreement Under Armor has with the National Football League, which has led to the creation of its popular image. By using emerging stars in its television advertisements, Under Armor appeals to up and coming athletes as well as to the sport-loving public. The ways in which Under Armor ads specifically target its market are described as well.

From the Paper:

"The people who are portrayed in these advertisements are professional football players, which has become one of the most prestigious occupations that an American can have. What this is does is appeal emotionally to the viewer by making them believe that they can belong to this group if they purchase the product. Belong to a group like the NFL is something that many young athletes look forward to and this advertisement goes a long way in showing the viewer that these NFL players are real people just like them. They are not wearing any football pads and are dressed from head to toe in Under Armor gear. Under Armor is easily available to the general public, which means that anyone can belong to the same group as these NFL stars."

Sample of Sources Used:

Sage, Alexandria. (August 7, 2006). "Under Armor Footwear Joins Nike, Reebok at NFL". Boston.com. Retrieved August 28, 2006. http://www.boston.com/business/articles/2006/08/07/under_armor_footwear_joins_nike_reebok_at_nfl/
Under Armor Official Website. Retrieved August 28, 2006. http://www.underarmour.com/click-clack/