"In December, when Under Armour hosted its first investor day in five years, along with sharing its final quarter results that posted $1.4bn in revenue in 2024, its chief executive officer, Kevin Plank, unveiled plans to "fortify" the brand. It has divided the new strategy into four pillars: product, story, service and team. Sitting within the 'story' pillar are changes to Under Armour's marketing strategy."
"The brand said it would do more to leverage its "underdog" positioning in its comms as well as "infusing the resilience and grit" of its sports ambassadors in its storytelling. It plans to use its existing marketing investment more effectively as it gears up to "launch the most significant and impactful activation in its history to amplify awareness and consideration," the brand said. There was also a commitment to make marketing, product and commercial teams more collaborative to "increase brand affinity.""
Under Armour reported $1.4bn revenue in 2024 and presented a refreshed strategy centered on four pillars: product, story, service and team. Marketing will emphasize an "underdog" positioning and the resilience of sports ambassadors while optimizing existing marketing investment and preparing a major activation to amplify awareness and consideration. The company will reorganize product and marketing teams around core men's team sports such as basketball, soccer and American football. Cross-functional collaboration among marketing, product and commercial teams will be prioritized to increase brand affinity and to target 16–24-year-old athletes more strongly than the kid market.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]