Under Armour makes big play for running market

By

Cassidy Mantor

Published
Aug 22, 2016

UA is hitting the running market hard, recently hosting an inaugural 2-day running event and launching a new running campaign designed to attract runners to the brand.

UA Run Camp: Elevation was a 2-day experiential event held in Colorado. UA welcomed 30 men and women who are influencers in their urban run clubs to come wear test and trial new UA running footwear.

"With the first event in the mountains of Colorado, we created an experience to express our commitment to the running community and to prove we are maniacally focused on creating best-in-class footwear for dedicated athletes who rely on their footwork to take their challenges head on," said Bryan Offutt, Vice President, Global Brand Management at Under Armour.

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Offutt continued, "This campaign chapter highlights not only these typically urban runners out of their comfort zone, but transcends beyond this group, connecting with runners around the world to say "we see you, we know what you're doing and what it takes, and we have what you need to be the best on the roads, trails and beyond."

UA of course timed Elevation with the launch of its new patented footwear technology so the influential runners could trial the newest styles and take that energy back to their communities.

UA's publicity film for runners is called "It Comes From Below," and is designed to show runners that UA understands their needs. To that end, Under Armour has created a contest for runners to earn their spot at the next two-day UA Run Camp: The Desert. Taking a page from Nike's playbook, the event will be held in a secret location later this fall.

"Under Armour has emerged as a leader in running over a short period of time and we have no intention of slowing down," said Fritz Taylor, Vice President, Running Footwear at Under Armour.

Taylor explained, "Through continued innovation, risk taking in design development and material advancements, we've built an arsenal of footwear that truly addresses an authentic global running community and continues to push new boundaries."

The UA Charged Bandit 2 is the key running style UA is marketing. It is available now for just under $100.