Under Armour Leveraging Celebrity Endorsements

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been nothing short of amazing. To come as far as they have in a short span of time speaks to the quality of the products, the message the brand conveys, and the job they have done in picking their endorsement partners. The article mentions Tom Brady as one of their athletes that has equity in the company, but now so does Steph Curry. In addition to those two, they also have other athletes who excel in their respective sports (Cam Newton, Jordan Spieth, Bryce Harper, Carey Price, and Clayton Kershaw). From what I understand about Under Armour is that they don’t necessarily chase the athlete with all the accomplishments, but the athlete who cares deeply about their craft and who will work tirelessly to become the best in their sport. In that respect, they are taking a different, and perhaps innovative, approach to the endorsement game.

From a product development aspect, I think some of the best products created by people are those they identified for improvement. Kevin hated the way the soaked tshirt felt under his football equipment and developed something better. Something that he felt would enhance performance, since you wouldn’t feel bogged down by a heavy sweat-soaked tshirt. I also feel that appealing to a player’s desire for improved performance was an excellent way to introduce the product, something I feel is core to Under Armour’s brand and I feel is communicated well.

I’ve always felt that an athletic brand that brings the consumer the elite athletic technology will be successful. Young aspiring athletes like to emulate the professional players, and what better way to start with the clothes, shoes and accessories they wear.