Under Armour Mission Statement

Decent Essays
Under Armour Campaign
ADV 3312
Fall 2015
Benjamin Elsea

Table of Contents

Creative Brief 3 - 4

Creative Rationale 5 – 6

Print 1 7

Print 2 8

Print 3 9

Television 1 10

Television 2 11

Television 3 12

Radio 1 13

Radio 2 14

Outdoor 15

Creative Brief

Background: It all started with an idea. In 1996, Kevin Plank, a 23-year-old former University of Maryland special teams captain, turned an idea born on the football field into a new industry that changed the way athletes dress forever. Back in his playing days, Plank hated having to change his sweat-soaked cotton T-shirts over and over again
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By the end of 1998, Under Armour outgrew grandma's basement and moved to an all-new headquarters and warehouse in Baltimore

Target Audience: Men and women of all ages who live an active lifestyle with an above average income.

Mission Statement: Under Armour’s mission is to provide the world with technically advanced products engineered with their superior fabric construction, exclusive moisture management, and proven innovation. Every Under Armour product is doing something for you, making you better.

Competition: Powerful, large, competing brands with similar products and prices.

Creative Objective: Under Armour's $3 billion in annual global sales pales in comparison with Nike's $28 billion, but Under Armour is increasingly growing its share of the sector, recently overtaking Adidas to become the second-largest athletics brand in the US. Our goal is to launch another star-studded campaign to continue our bid to overtake Nike and become the biggest athletics brand in the world.

Tone of Voice: Motivational and Emotional
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At 21, Jordan Speith is the Godsend golf has been waiting for and Under Armour struck gold signing him. This campaign is going to use Spieth to dominate the competitive golf industry in a similar fashion that Nike uses Tiger Woods and Rory McIlroy. The main focus of this campaign is to use the underdog approach. While a lot of other brands are about initial motivation, just do it and go, Under Armour is going to show how sustaining that effort is what makes the difference in an elite and this campaign is going to show you how Under Armour will get you
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