For me, sports is all-consuming almost to the point where I
feel like I’m in overload. Whether it be vegging out on my couch watching
football on a Sunday or dragging my family to Dallas Cowboys training camp in
the middle of a California vacation, my life and now my family’s life is all
encompassing.So when I see a trend take hold, I take notice. I guess it makes sense that one of my favorite quotes about life comes from legendary UCLA basketball coach, John Wooden. “Talen is God give. Be humble. Fame is man-given. Be careful. Conceit is self-given. Be careful.” I love it because in an abstract way he talks about hard work and need for it – in anything you do.
That concept has never been more evident than what is going
on with Under Armour and their campaign centered on hard work and now competitors and other businesses alike are following suit.
Look at how they bring it back to hard work with their recent campaign of “I Will”, plus anytime you can replicate Tom Brady, it's never a bad thing, right?
They say imitation is the sincerest form of flattery. And while adidas makes an excellent attempt at the concept, it just doesn't resonate the way Under Armour's campaign does. That being said, I love the connection, the realism and the excitement that adidas brings. They hear Under Armour's footsteps in the battle for clientele and market share. Nevertheless, the use of up and coming high school athletes with a mix of professional athletes to show the work they put in and then how hard work helps you reap the glory is grabbing a lot of attention.
In a world where sports are going on year round and a generation of people don't know what it is like to live without ESPN 24 hours a day, the market for apparel is massive. And while traditional strongholds like Nike and adidas have their loyal supports, the reach and rise of Under Armour is something they will have to deal with. They have already taken notice.
— Under Armour (@UnderArmour) August 24, 2015
Love this UA's promotional video."You are the sum of all your trainig" sounds really powerful! As well as the whole "I will" campaign. I agree that (as a minimum) this campaign will increase competitive activity between mentioned companies in sport apparel market. Which is always good for us as a consumers, right? Great post, thank you!
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