Under Armour

The ethos appeal is present in the Michael Jordan, LT and Polamalu commercials the most. In the Everything’s an argument textbook, it says, “We tend to accept arguments from those we trust, and we trust them in good part because of their reputations. Three main elements – trustworthiness/credibility, authority, and unselfish or clear motive – add up to ethos” (45). Of course, Nike wouldn’t use any one that had some trouble or were untrustworthy to represent their company. They know better than to include Sammy Sosa and Ray Rice to be representatives; however, someone like Michael Jordan is a great choice because of the influence he has had on many people. Michael Jordan is a role model to many; whereas, Sammy Sosa should not be one because of the illegal actions during his baseball career. He was “unaware” of the fact that he had used a corked bat during a game. Even though all his bats were tested and came back clean, Slammin’ Sammy had jeopardized much of his success from the past. Nike keeps a strong ethos by partnering themselves with famous athletes that everyone has at least heard of. Famous athletes increase their credibility because of the belief that if those athletes use their products then the product must be superior to its competitors. It proves that Nike is a high quality brand. By using famous athletes in their commercials, Nike shows that their products are not just

Lululemon is one of the Canada’s best retailers of technical athletic yoga apparel. Lululemon’s yoga inspired apparel is marketed under the two brand names Lululemon Athletica for more mature women and Ivivva Athletica for younger girls. Lululemon primary target customers are educated and hard working women, who understand the importance of healthy and active lifestyle. Majority of these women are Caucasian who are mainly urban and have higher income, since Lululemon is an expensive brand .Most of their products are design to offer fit, performance and comfort while incorporating both style and function. On another hand, American Apparel

The athlete can be trusted – We have numerous examples of athletes that have embarrassed the companies that they endorse. The largest and most recent is Tiger, but even mom-and-pop stores need to do their due diligence before they sign an endorser. Nike could sit back and weather the storm, but smaller companies might not be able to. (Miller)

This organisation specialises in sports apparel and accessories. This sport based business sells items within sports such as Football, Rugby, Golf, Basketball, Cricket, tennis, athletics and pretty much every other sport. However, I feel they are extremely notorious for their very professional and popular football boots. For example, Nike have earned international success and have worked with the likes of Ronaldinho, Ronaldo, Cristiano Ronaldo, Didier Drogba, Neymar, Zlatan Ibrahimović, Mario Balotelli, Wesley Sneijder, Wayne Rooney and Landon Donovan in regards to promoting their Football related range of goods. However, in regards to my product, Nike has formed many advertising schemes with players such as Zlatan Ibrahimović (left) and

Nike, Adidas, and Under Armor, are all brands that football players should be allowed to be sponsored by. The teams are sponsored by these companies but the players get no benefit/pay from the teams sponsorship. Which is why they should be allowed to get individual sponsorships from the company of their choosing. The football players deserve health care aswell, because everytime a player steps onto that field, they are risking career ending injuries.

Lulemon Athletica is an athletic apparel company based out of Vancouver, British Columbia, Canada. The company was founded by Dennis “Chip” Wilson, in the year 1998.

a. A declining retail consumer market and an overall struggling economy means potential difficulties for UA which offers closely related, non-essential products

Here are many athletes that get sponsored by many brands like Nike,Under Armour, and Adidas. Those three brands are the main brands that sponsor athletes in sports. It is estimated that Nike makes 11 million dollars a year off of star athlete Lebron James. The brand Adidas offered basketball player James Harden 200 million dollars in an attempt to steal James from Nike. Adidas ended up adding James to their multi-billion dollar team. Every brand has a cover star. Some athletes are fortunate enough to have their own brand like the legend Michael Jordan. As you can see companies pay their athletes, but some companies sponsor sports

Lululemon is a rapidly growing company with a different niche for its products. Its philosophy as well as their business model has allowed them to increase revenue over the past years. The dilemma they faced is how to continue expanding without losing their special niche, grassroots and a nontraditional feel of the brand that sets them apart from their competitors.

The use of specific athletes in marketing campaigns really began to show promise when athletes like Jordan began wearing their own brands of shoes. The idea to consumers or fans of the NBA that they could wear the same shoes as Michael Jordan, and somehow play like him was an easy sell by Nike. Today it is now common for marketable athletes in almost all sports to wear their own style of shoes, spikes, or skates. An interesting point to make is that through Nike Michael Jordan eventually launched his own clothing line called Jumpman23 that makes everything from socks and underwear to winter coats. Even though Jordan has been retired since 1999 the Jumpman23 company has continued to release a new shoe every single year that are simply called “Jordan 24”, an increasing corresponding number to the number of years the shoes have been produced. The new Jordan shoes still retails at over $150 a pair even though Mike hasn’t stepped on the court in 11 years! After retirement and becoming the CEO of the Jumpman brand Michael Jordan has been able to court other famous athletes from a variety of sports to wear his brand. A few examples of the athletes include Derek Jeter (baseball), Dwayne Wade (basketball), Jason Taylor (football), and April Holmes (track and field). The wide range of athletes in all different sports who now market a brand for arguably the greatest athlete of all time truly shows the money, power, and influence an athlete can experience

Nike is still a considerable empire for sports in the world, but soon Under Armor will take over as the newest kingdom in sports. Although their sells has increased thanks to athletes Michael Phelps, Cam Newton, and Morris Peterson, no pro player has made the biggest impact on Under Armor than Stephon Curry. He has become one of the best marketing celebrities in the world today that meet all of the qualities as an NBA superstar.

Nike invested in their brand by getting sports heroes to advertise for their brand such as Michael Jordon, Tiger Woods and the Brazilian football team. This further fuel the products appeal towards the consumers.

Be diluted easily. (due to competitive sport industry, the brand can be diluted if stops innovating the products)

Lululemon Athletica Inc., founded by Dennis Chip Wilson, is a self-described yoga-inspired athletic apparel company, which produces a clothing line and runs international clothing stores from its company base in Vancouver, British Columbia, Canada.

Nike’s CEO’s and management made a decision to begin using sweatshop labor in order to save money and begin aggressive marketing. They used this aggressive marketing to have a one up on their competitors, in fact, Nike spent 280 million dollars alone on advertising in 1994 (Schwartz, 2000). Nike would give great athletes million dollar contracts to endorse and wear their clothing. For an example, Andre Agassi received 70 million dollars to endorse Nike's tennis clothing line. The choice to start aggressive marketing is the reason why Nike entered into this crisis and started making unethical decisions. Once the top management of Nike realized the profitability and popularity of hiring professional athletes to wear and endorse their clothes, regular advertising would not suffice. The company became greedy and were willing to use cheap abusive labor so that they could pay professional athletes millions of dollars (Schwartz, 2000).