"Dark Horse" Andemar Defines Women'S Innovative Advertising

You're more than a pretty face.You're pretty

OK, please fill in the blanks.

In this sentence which is somewhat like the middle school English test question,

What Under Armour wants to convey is that women have more charm.

In April 8th, in Instagram and other social media, a video similar to PPT was released. This is really a popular way of advertising creativity. The main idea is that people underestimate the value of women, and even often judge people by their appearance. Women have more value, such as brave, smart and tough.

"We want women to be proud of their achievements," says Attica Jaques, vice president of Under Armour. "Under Armour is also proud of them, in every field, work and gym.

According to the world clothing and shoe net, in addition to online advertising, Under Armour also has an expression pack generator that allows everyone to "I" m Pretty......

Fill in the blanks and create pictures to share with your social media.

At the same time, the sports brand launched a I m Pretty.

And then you can write the meaning you want to express with your oil pen, I, m Pretty sexy and so on, as long as you are happy.

Many people on Instagram uploaded the content of #iampretty spontaneously.

This kind of semi open information pmission mode on social networks avoids the controversy over the expression of consumers' faces, and can also bring more users' spontaneous production content.

Over the next 2 days, there are more than more than 50 thousand users' content under the Instagram tag of #impretty, which is a good figure.

In fact, Under Armour is not only concerned about the value and connotation of women.

There have been several rounds of advertising targeting women's market with Adidas.

It also encourages women to bravely express themselves and eliminate unnecessary social prejudices.

Behind these brand promotion is the increasing potential of women's sports market.

At present, Nike's women's products account for 20% of the overall performance, while Under Armour's CEO Kevin Plank has publicly stated that he firmly believes that the business in the female market will continue to develop, at least in line with the male sports sector. This round of online promotion is also an effort made by Under Armour to this end.

Under Armour's female products

Under Armour itself is also facing great pressure.

In January 31, 2017, it released its earnings in the fourth quarter of last year, up 11.7% in the fourth quarter, the lowest growth rate in eight years.

Then its stock price fell more than 25%, and Kevin Plank's commitment to investors is to make products more fashionable, so as to comply with the trend of Athleisure.

But outside products, marketing Under Armour also needs to use force.

It was not until 2015 that the brand, a professional sports product, signed the creative agency Droga5 to plan its advertising project. It seems to have fallen behind its competitors in making the brand image cooler.

As a "dark horse" in the field of sports brand, the stock price of Under Armour has increased by almost 2000% since its listing 10 years ago.

When the market is saturated and consumers are losing their freshness, Under Armour really needs to think of ways to bring about innovation and brand upgrading.

I hope it's not too late.

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