Ask any athlete or sports enthusiast if they’ve heard of Under Armour and you won’t find one who hasn’t. Ask those same individuals if they know any history of the Under Armour brand, and most of them know little or nothing at all about it the product.
Under Armour was born on the University of Maryland’s football field. Its special teams’ captain, Kevin Plank, hated that he was constantly changing his sweat laden clothing and set out to develop a material that would minimize or eliminate the need for frequent changes.
In 1996, 23-year-old Plank conducted extensive research on the athletic benefits of synthetic fabrics and designed the first Under Armour HeatGear® T-shirt. This product was engineered with moisture-wicking performance fibers that keep athletes cool, dry, and light in the most brutally hot conditions.
He started selling the T-shirts out of the trunk of his car and by the end of 1996; he made its first deal that generated $17,000 in revenue for the brand. The following year, he came out with a Gear® fabric, which keeps athletes warm, dry, and light in cold conditions, and then the AllSeasonGear® line, which keeps athletes comfortable between the extremes.
Under Armour has become the number one clothing apparel for athletes. It’s smart, functional, stylish and comfortable clothing that delivers what it promises. Its popularity proves that the Under Armour brand is well respected in sporting arenas around the world.
On Feb. 7, millions of people around the world partied and tuned in to watch the Panthers take on the Broncos in the Super Bowl 50. Or should I say the Broncos take on the Panthers. One of the biggest sporting events of the year where many people drink and eat a lot. According to Mashable and Huffington Post, approximately 325.5 million gallons of beer, 1.3 billion wings, and 29 million pounds of chips were consumed this Super Bowl. With all that said, some didn’t party or tune in for the game, but for its commercials.
Budweiser usually does their ads with cute puppies and horses but that wasn’t pulling in the younger crowd like they needed to. So this year they changed up their campaign called “Simply Put.” Budweiser is standing up against drinking and driving. Their message is simply, that drinking and driving is dangerous and unacceptable.
“Simply Put” stars Helen Mirren, an English actor, who uses the title to talk about anyone who drinks and drives is a “short-sighted, utterly useless, oxygen-wasting, human form of pollution.”
This campaign has pulled in millions of people on Twitter and even other beer brands thanking them for what was said. People want to contribute to this campaign and many other famous people believe this is a great and safe way to start it.
Budweiser has partnered with Twitter and started a new hashtag called #GiveADamn. This campaign will donate $1 to safe driving programs each time it is used. You should give a damn because it could happen to you or someone you love.
According to Mothers Against Drunk Driving website, every two minutes a drunk driver injures someone. Don’t let that utterly useless, human form of pollution be you or a loved one. There are different programs like Uber to get you and others home, and save lives.
When a branding idea is in its infancy, there is a team that develops the brand’s identity. It needs to have a philosophy behind the slogan. Something that the branding company is going to passionately work to implement and introduce to the target market. They will live and breathe the slogan. One company that has made changes to its branding is Adidas. Their slogan “Impossible is Nothing,” to “Adidas Is All In” in 2013 is an example of rebranding to today’s demographic markets.
Adidas started a new campaign in 2015 that just recently kicked off the New Year, “I’m here to Create.” This campaign targets women and how female athletes find different ways to express themselves and their creativity to get through the challenges they face. On Adidas’ News Stream Lia Vakoutis, Adidas’ Senior Director of Global Communications explains how 2015 was about creating your own game, but this year will be about creativity and how Adidas can help women get through some of the obstacles they face.
Adidas’ first slogan didn’t come about until 1974 when Muhammad Ali said, “Impossible is Nothing.” According to Slide Share, Erich Stamminger, a member of the Executive Board of Adidas, their slogan pushes the idea of being passionate about sports. Adidas’ mission is to be the leading sports brand in the world.
Although there are challenges to overcome with other big name sporting apparel competitors like Nike, Adidas is the leading brand in Europe, but here in the United States Nike has them beat. Overall, they are the second largest sportswear factory in the United States.
Today, their slogan “Adidas Is All In,” reaches not just sports but also music and fashion. They have expanded their brand to reach diverse outlets that inspire you to give your all in whatever you do.
This video, for the most part, shows men in diverse lifestyles giving their all from falling and getting back up again to win.
Their new campaign targets women because they always seem to come in second to men. This new campaign shows just how strong and unique women are in spite of all the demands they face every day.