How One Brand Uses Celebrities to Break Through
How One Brand Uses Celebrities to Break Through ; Under Armour’s recent campaign “I Will What I Want” shows how to combine celebrity sponsorships and cultural branding to create content with impact.
Under Armour originally became an iconic brand by swiping Nike’s cultural strategy—then doing it one better.
Nike’s approach, launched in the 1970s and perfected in the 1990s, was to tell stories of athletes who overcame societal barriers through sheer willpower.
But a decade ago Nike abandoned its competitive-underdog ideology to go all in on branded content, using famous athletes to make entertaining sports films.
Under Armour stepped into the void, producing arresting new ads, such as “Protect This House,” that championed the same ideology and took off on social media.
Under Armour also followed Nike in dramatizing how übercompetitiveness, traditionally associated with masculinity, applied equally to women, broadcasting spots that showcased female athletes.
The latest effort, “I Will What I Want,” pushed gender boundaries even further, challenging conventions in arenas where traditional ideals of femininity still reign