Under Armour launches its first soccer campaign
The commercial and marketing battle among sports giants in the soccer sector is getting hotter. With Nike and Adidas investing heavily in the sport and Puma focused its budgets on it, the industry is seeing strong new players taking up the gauntlet. Now, American brands New Balance and Under Armour have also shifted to soccer as a growth vector.
A few weeks after New Balance, whose soccer stars appeared in its new multi-sport campaign, it's Under Armour's turn to take the offensive.
The brand unveiled "Slay Your Next Giant", its first international campaign uniquely focused on soccer. Under Armour is again working with the Droga5 agency, its partner in the recent "I Will What I Want" and "Rule Yourself" campaigns.
"Slay Your Next Giant" features Dutchman Memphis Depay, one of British club Manchester United's new players, as well as several other platers from the US, South America and Europe. In a video clip and on a dedicated website, each one of them sets himself a challenge. It's a way of showcasing the brand's range of products.
The campaign focuses on one key element, each of the players' objectives is printed on his boot laces. As soon as one of the protagonists reaches his goal, the brand will broadcast the players' adventures on social media.
Still very American, Under Armour plans on developing internationally and increasing its revenue outside of the US from 9% in 2014 to 18% in 2018. A successful expansion in soccer would greatly help the brand reach this target.
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