Under Armour is a fine example of a company who uses celebrity endorsements to promote their products. While some athletic brands opt for star-studded celebrity endorsements, Under Armour has long been on a mission to use legit, awe-inspiring athletes to show off its stuff.Case in point: the brand's The Under Armour Project Rock 1. Actor Dwayne “The Rock” Johnson” and ballerina Misty Copeland, two other celebrity endorsers of Under Armour, were also critical with Johnson calling … The Top Retailers With The Most Revenue Last Year, 4 Retailers That Consistently Flourished in the Last 20 Years, The Biggest Retail Takeovers and Mergers of the 2000s and 2010s, Crocs' Iconic Grateful Dead Clogs Are About to Restock -- Here's How to Get Your Hands on a Pair, Why Crocs' Stock Is Surging Double Digits Today, Stephen Curry Gifts 62 Pairs of His Curry Flow 8 Sneakers to Oakland Students, From ‘Star Wars’ to ‘Frozen,’ the Best Disney Face Masks for Adults to Buy Now, 11 Best-Selling Foot Peel Masks to Keep Your Feet Super Soft, 14 Nail Polish Color Trends You’re About to See Everywhere This Summer, The Best Dior Sneakers and Charms You Can Shop Now, Dior B23 Sneaker in Gradient Blue Dior Oblique Canvas $990, All the Brands and Retailers Helping to Get Out the Vote in November, The Best Shoe Organizers to Store Your Favorite Footwear, Here Are the Most In-Demand Jobs This Holiday Season, The Heart and Sole of the Footwear Industry. Its global headquarters is located in Baltimore, Maryland, US, with additional North American corporate office locations in Austin and Houston, Texas; Denver, Colorado; New York, New York; San Francisco, California; Portland, Oregon; Nashville, Tennessee; and Toronto, Ontario. Under Armour places celebrity endorsements with presidency at risk Photo: Under Armour via Inquirer Sports (sourced via Blasting News Library) The sports brand wrote a press release statement to improve a recovery from the public. Endorsers serve several purposes, the main ones being to engage consumers; to strengthen recall of brand; to reinforce product image; to give the brand credibility; and to increase likelihood of product purchase (Martin, 1996; Burnett, et al., 1993; Thwaites, 1995). ( Log Out /  Athletes’ endorsements reinforce that, and they provide us with a bigger platform to communicate our product stories.” Kevin Plank, CEO of Under Armour Inc. Not only does Under Armour promote the brand through these individuals, they also collaborate with them and engage with what they think Under Armour as a company could be doing better. Through the use of classical conditioning, Under Armour has positioned itself in the eye of the consumer as a sports apparel company with products manufactured for performance and results, and with its ambassadors being at such a high level in their chosen fields, provides the brand with the credibility and dependability it deserves. A significant share of that money goes towards celebrity endorsements, which Spotted ranks according to factors like a celebrity’s perceived trustworthiness and authenticity, the overlap between their audience and that of a given brand, and their risk potential (think PR disasters like sexual misconduct or doping scandals). “The creative directors of these high-end labels tend to use celebrities as creative muses, even if every indication shows that the celebrity is a poor choice.”, © 2021 Fairchild Publishing, LLC, a subsidiary of Penske Business Media, LLC.FN and Footwear News are registered trademarks of Fairchild Publishing, LLC. The company is a supplier of sportswear and casual apparel. Check out all of the NFL star's endorsements here. The Under Armour Conspiracy Under Armour is a company that is familiar with the in’s and out’s of celebrity endorsements. Michael Phelps cannot be stopped. 149-164. “Consumers know that Under Armour is an authentic brand that was built on the field. Revenue can be defined as the amount of money a company receives from its customers in exchange for the sales of goods or services. Under Armour has also done similar collections with other celebrity endorsers such as Stephen Curry’s basketball collection, which includes his latest shoe the Curry 6, as well as his SC30 performance clothing line. Michael Phelps Celebrity Endorsement of Under Armour. GoodPeople. The Rock actively promotes his product line on his social media platforms, which with a combined following of 200 million across Instagram, Facebook and Twitter, is a large reach for Under Armour. Martin, J. H., 1996. BH Cosmetics by Ashley Tisdale Stephen Curry is a professional NBA player who has collaboration with Underarmour to launch a line of basketball sneakers, and the result is the UA Curry 3. In many ways, before social media came along, this was the ultimate influencer experience brands could hope to gain. Under Armour began offering footwear in 2006. Classical conditioning occurs when two stimuli are frequently paired together, in which a response that was originally elicited by the first stimulus, eventually is elicited by the second stimulus alone (Solomon, et al., 2019). 4th Edition ed. Wrestler-turned-actor Dwayne Johnson’s endorsement deal with Under Armour earned top ranking among best-matched celebrity-brand partnerships in the fashion and retail sectors, according to a study from Spotted. Harvard Business Review , 2012. Journal of Consumer Research , 1(4), pp. Top 25 Most Influential Under Armour Sponsored Athletes on Social 1. About Under Armour, Inc.. They want consumers to associate their brand with credible sources. Coming up just behind Johnson and Under Armour were model Winnie Harlow and Tommy Hilfiger (#2), Ashley Graham and Rag & Bone (#4), and Drew Barrymore and Crocs (#5). In an incredibly challenging year, Soles4Souls has continued to create sustainable jobs and provide relief in 2020. Under Armour Inc's quarterly sales jumped 30 percent as the company's new sport shoes endorsed by NBA star Stephen Curry and golfer Jordan Spieth were a big hit with customers. [Online] Available at: https://www.instagram.com/therock/[Accessed 2 April 2019]. Under Armour, 2019. The aim of this campaign is to have the Rock’s confidence, strong-willed persona and hardworking attitude transferred to the brand. By some estimates, 14% to 19% of all U.S. advertisements feature celebrity endorsements, and in 2010 the athletes Tiger Woods, Phil Mickelson, and … By creating associations between products and endorsers, advertisers have allowed themselves to enhance the image of their product, as well as shed light on the different aspects their product has to offer. WordPress.com VIP. Through the use of these notable and well followed public figures, Under Armour has created multiple advertising campaigns pairing the brand with these influencers to show an inextricable link of how their products are not used for fashion and showboating but rather hard work and constant training in order to achieve tremendous feats such as those accomplished by these individuals. Michael Phelps | Swimming. Under Armour’s Founder on Learning to Leverage Celebrity Endorsements. The pairing scored the first place on Spotter’s annual list of best-matched celebrity endorsements. Through the use of these collections, Under Armour has expanded its reach across all athletic platforms, reaching a wide range of people from dancers to basketballers, encouraging the message that Under Armour has a product for everyone, and not just a product which looks good, but a product which improves performance and contributes to the success of such big name athletes and celebrities. Nowhere has the success of the endorsement been clearer so far than with sales of The Rock’s signature sneaker, which sold out in a mere 30 minutes when it was first released in May. [Online]Available at: https://www.underarmour.com.au/en-au/DNA.html[Accessed 2 April 2019]. [Online] Available at: https://www.underarmour.com.au/en-au/project-rock/[Accessed 2 April 2019]. Under Armour: Our Story. by Jamaal Brown (article) and Milos Kitanovic … Under Armour has been known to go outside of athletes when it comes to its celebrity endorsements. Burnett, J., Menon, A. ( Log Out /  ( Log Out /  “Luxury brands tend to be more dismissive of data than mass-market brands,” explained Spotted CEO Janet Comenos. Erdogan, B. Let's take them one by one: 1. Sports marketing: a new ball game with new rules. The Journal of Consumer Marketing, 13(6), pp. Revenue is the top line item on an income statement from which all costs and expenses are subtracted to arrive at net income. It must be noted, that although the use of celebrity endorsements is a great strategy and has resulted in huge success for Under Armour, they must now be careful not to turn the consumer off by having an influx of pop-culture references, which can impact the organic credibility that it has been developing over the past 23 years (Friedman, 1986). Under Armour is an American sports clothing and accessories company. Melbourne : Pearson Australia. Another example is Misty Copelands ‘Uncontainable’ collection, featuring leggings, crops and shoes. Under Armour Wrestler-turned-actor Dwayne Johnson’s endorsement deal with Under Armour has been ranked as the best-matched celebrity-brand partnership in the fashion and retail sectors. Powered by 28-43. [Online] Available at: https://hbr.org/2012/05/under-armours-founder-on-learning-to-leverage-celebrity-endorsements[Accessed 2 April 2019]. Solomon, M., Russell-Bennet, R. & Previte, J., 2019. But surprisingly enough, many celebrities don't own their earnings to their crafts, but rather to their personal brands. His first team sale came at the … Change ), You are commenting using your Facebook account. Under Armour has a rockstar stable of sponsored athletes, including Steph Curry, Jordan Spieth, Tom Brady, Cam Newton, and The Rock—but they have not been enough to help the brand out of its slump. Baltimore native and IBF junior lightweight champion Gervonta "Tank" Davis stands on Interstate 95 with his Under Armour billboard in the background. Steph Curry | NBA. Celebrity Endorsement: A Literature Review. Under Armour is an athletic apparel manufacturer that has made great strides in the past decade to establish themselves as a leader in the market beside companies like Nike and Adidas. The “greatest Olympian ever,” gold medal winner Michael Phelps does endorsements for companies such as Visa, Omega, Hilton, and Subway, but has been picked up again by sports gear brand Under Armour. Coming up just behind Johnson and Under Armour were model Winnie Harlow and Tommy Hilfiger (#2), Ashley Graham and Rag & Bone (#4), and Drew Barrymore and Crocs (#5). Kristen Bell For Old Navy. “Of all Fashion & Retail endorsement deals active in 2018, Under Armour had the highest-scoring endorsement deal partnering with Dwayne ‘The … An example is Dwayne Johnsons new collection recently released called ‘Project Rock’, which comprises of Male and Female clothing and footwear which are branded with the Rocks bull symbol and quotes such as “Rents due” and “Hardest worker in the room” (Under Armour, 2019). Under Armour approached Curry in 2013 as his contract with Nike was about to expire. Forbes. This has led to different lines of clothing and footwear which endorsers are credited for. Johnson, D., 2019. therock. [Online] Available at: https://www.forbes.com/pictures/57ffcf244bbe6f19f2b51eee/forbes-fab-40-2016/#3988a9d164e1[Accessed 2 April 2019]. (sources: Forbes, Sports Keeda) Appropriately named “the walking billboard”, Cristiano Ronaldo is one of the wealthiest… Thwaites, D., 1995. The brand did $2.3-billion in sports clothing in 2014 and has been known to pay tens of millions of dollars for celebrities to get behind their product such as the $30 million dollar deal that Under Armour made with basketball great, Kevin Durant. All rights reserved. Justin Beiber and Calvin Klein Deal. The Changing Nature of a Consumer Society: Brand Name Usage in Popular American Novels in the Postwar Era. Under Armour is a young sportswear company founded in 1996 which in its short life cycle has managed to surpass many of the top existing sportswear companies such as Reebok & Puma and has positioned itself as the third most popular sports clothing brand behind Adidas and Nike (Forbes, 2016). The use of celebrities and athletes is a method used my most brands and involves well-known individuals using their social status and fame to help promote a product, service or even raise awareness on environmental or social matters (Erdogan, 1999). Cristiano Ronaldo & NikeOne of the most recognisable faces in the world, Cristiano Ronaldo … Barrymore’s campaign for the comfort-shoe brand launched this spring, with the actress designing a mommy-and-me collection of clogs and sandals in time for Mother’s Day. Source credibility is when a source has a persuasive impact that comes from it's perceived expertise, trustworthiness, and believability. Another example is Misty Copelands ‘Uncontainable’ collection, featuring leggings, crops and shoes. He managed to win endorsements from Barry Bonds, Tom Brady, Brandon Jennings, and many others. For instance, it is a huge sponsor of Duck Dynasty, which has managed to become a very successful reality TV show in spite or rather … With athletic and celebrity endorsement ranging from football’s Tom Brady, to his wife and model Gisele Bundchen, to former wrestler and current actor Dwayne ‘The Rock’ Johnson, … It was a good call for Sportswear brand Under Armour to hire actor Dwayne “the Rock” Johnson as the face of the brand, according to research company Spotter. Under Armour has also done similar collections with other celebrity endorsers such as Stephen Curry’s basketball collection, which includes his latest shoe the Curry 6, as well as his SC30 performance clothing line. Shoe brands had a stellar track record with celebrity endorsements in 2018 — and Under Armour‘s partnership with Dwayne “The Rock” Johnson ranked right at the head of the class. Related: 10 Richest Boxers Of All Time. Project Rock. Michael Phelps is the most successful Olympic athlete in history. 927-938. 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