Under Armour « démultiplie » Stephen Curry et Jordan Spieth dans sa dernière publicité

Tom Brady a remporté le Super Bowl, Stephen Curry a été désigné MVP et a remporté un titre NBA, Jordan Spieth a gagné les Masters et l’U.S. Open de golf. Cette année est déjà une grande année pour les ambassadeurs d’Under Armour et la marque a décidé de les mettre en avant dans sa dernière campagne et publicité, intitulée « Rule Yourself ».

La publicité « Rule Yourself » est une fois de plus une déclaration et une réaffirmation d’Under Armour comme marque et des produits pour ceux qui passent leurs temps sur les terrains et les greens à répéter inlassablement leurs gammes. En effet, ce film, « Anthem » (où l’on voit Misty Copeland, la première danseuse afro-américaine à devenir danseuse étoile d’un compagnie de ballet) est l’illustration des dizaines de milliers d’heures d’entrainement nécessaires pour atteindre la gloire et l’objectif fixé.

curry ad

Under Armour Jordan Spieth

Under Armour Misty Copeland

« Nous nous sommes assis avec Kevin Plank (fondateur et CEO d’Under Armour) et nous avons parlé des réussites et succès de cette année, notre capacité à raconter notre histoire de marque à travers nos athlètes et très rapidement nous étions d’accord que le point commun, indépendamment de l’âge et du sport, c’est que pour devenir le meilleur au monde, l’entrainement reste primordial, que ce soit sur un terrain, dans un gymnase ou dans une salle de sport » s’est exprimée Adrienne Lofton, Vice President of Brand Marketing chez Under Armour.

Cette publicité axée sur le training renforce donc le message de marque dans le training, rendu encore plus concret récemment avec les investissements en digital de la marque avec son produit, Under Armour Record, son application de fitness connecté.

Le spot sur Tom Brady devrait être diffusé d’ici quelques semaines, en dépit du scandale, le Deflagate, qui a entouré l’inter-saison du quarterback des New England Patriots.

Pour réaliser ce spot, Droga5 a placé 5 caméras placés sur les athlètes afin de capter plusieurs angles durant leurs mouvements. Le reste, à savoir la multiplication des athlètes sur un même plan, a été fait sur ordinateur.

Alors que les ventes d’Under Armour restent faibles, le « momentum » et la « hype » autour d’Under Armour sont clairement palpables outre-Atlantique. Il y a 5 ans, les revenus de Nike étaient 19 fois supérieurs à ceux d’Under Armour. En 2015, ce chiffre devrait passer à 8. Les ventes de chaussures, dopées par le lancement de la première signature shoe de Stephen Curry, ont augmenté de 40% durant chacun des 4 derniers trimestres alors que la catégorie golf chez Under Armour a quant à elle doublé sur les 24 derniers mois, alors que tout le monde attend toujours une ligne « Jordan » pour Jordan Spieth, nouveau numéro 1 mondial. Et il ne faut surtout pas oublier le business de la femme, en plein boom, porté par des ambassadrices comme Misty Copeland, mais aussi Gisele Bundchen, Lindsey Vonn et la footballeuse Kelley O’Hara.

Tous ces indicateurs business montrent que même si la route est encore longue pour Under Armour, tous les signaux sont au vert pour la marque de Baltimore… Under Armour.

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