Under Armour dévoile sa première publicité football

L’équipementier sportif Under Armour vient de dévoiler sa première campagne football avec le joueur de Manchester United, Memphis Depay.

Intitulé « Slay Your Next Giant » (« Détruis ton prochain ennemi »), la publicité a pour objectif d’illustrer la plateforme de marque, I Will, et la détermination d’un athlète dans son voyage vers la gloire et toutes les étapes qui le composent.

Conçu par l’une des toutes meilleures agences de publicité au monde, Droga5, la publicité met en avant les lacets, outil et symbole du lien entre la marque et les joueurs. En effet, Under Armour s’est engagé à fournir des lacets personnalisés et marquées d’une phrase d’inspiration, comme « Score In Front of 75,000 Fans » (« Marquer devant 75 000 fans). Une fois l’objectif atteint, Under Armour fournit un nouveau lacet et donc identifie un nouvel objectif, le fameux géant à détruire.

Sur le digital, le site internet SlayYourNextGiant.com permet de revoir le film en naviguant entre chaque histoire de chaque joueur et notamment celle d’un joueur de l’Academy de Tottenham, Cameron Carter-Vickers. Under Armour a confirmé que d’autres films seront ajoutés à cette campagne, avec d’autres ambassadeurs comme le joueur de MLS, Jermaine Jones, Oswaldo Alanis, Jesus Corona (international mexicain) et Gonzalo Fierro, du mythique club chilien de Colo-Colo. Chaque film et chaque histoire se conclueront par la même phrase « You’re just getting started », qu’on peut traduire par « Ce n’est que le début », véritable déclaration d’Under Armour à toute l’industrie du football.

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« Je me sens très proche de cette campagne car je commence ma première saison en Premier League » a déclaré Memphis Depay. « J’ai beaucoup d’ennemis à abattre les mois à venir mais je me sens plus prêt que jamais et déterminé à franchir les obstacles et réussir les défis qui se présentent à moi. »

Peter Murray, Vice-President Global Brand & Sports Marketing chez Under Armour, a ajouté « Que ce soit Memphis, un jeune aspirant au Brésil ou un enfant au Chili jouant au football dans la rue, les objectifs fixés sont tout aussi importants. (…) Nous souhaitons être aux côtés de chaque joueur, à chaque étape et les aider à combattre leurs ennemis. Cette campagne est une véritable déclaration, à laquelle nous nous tiendrons et nous allons accélérer dans le football à partir d’aujourd’hui. »

Cette publicité est aussi l’opportunité pour Under Armour de mettre en avant ses crampons, les Under Armour Speedform CRM, lancés en juin dernier et qui viennent d’obtenir un nouveau coloris, le Multi-Camo.

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Avec cette publicité et cette campagne, Under Armour lance donc son offensive auprès d’une cible européenne avide de football et va chercher à se tailler la part du gâteau dominé par Nike et adidas.

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