![]() ![]() The equity is there, so why not take a modern contemporary approach and allow a new generation to take this to a new place?” When you go back in time and see how this was brought into sports culture, and then you see athletes still respond to it today, this is a brand’s dream. Hoover High School in Alabama, a perennial football powerhouse, it’s written everywhere. As you walk the hallways here, if you go to a retail store or any grassroots or collegiate field where we have a presence, ‘Protect This House’ is still there,” Boring explained. “‘Protect This House’ has never really gone away. It’s a seismic shift and a great example of the evolution of Under Armour and where we are today.”ĭespite the need for adaptation, Boring said using “Protect This House” offers more stability for the brand than creating something from scratch. We know that culture shifts and changes by sport, so the fact that we’re now introducing this through basketball, around March Madness with male and female athletes who are at the top of their game, is a huge difference for this brand. In 2003, that was through the lens of football and the tonality for that sport. There is a reality to this being an introduction to the tonality of Under Armour in a way that that generation, quite frankly, hasn’t seen. Nugent added, “The reality is the audience we want to connect with, the 16 to 20-year-old team sport athlete, some of them weren’t even born when the first ad hit. We considered that and asked, ‘How do we make this a more inclusive program?’ It still has the toughness, the brand DNA and competitive spirit, but we’re inviting more people into our house.” Our consumers and athletes want to be in the brand, they want to be involved. But we are no longer in the age of disruption. “When we dropped ‘Protect This House,’ it was unique and different - the staccato clapping, the call and response on TV. Under Armour was great at that,” Boring said. ![]() It was all about who can be the most disruptive. “If you look back at 2003, we were in the peak of the age of disruption in advertising. ![]()
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