post wolvesland , Branding , Investment Management , E-commerce , سرزمین گرگ هاHow One Brand Uses Celebrities to Break Through How One Brand Uses Celebrities to Break Through
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How One Brand Uses Celebrities to Break Through

How One Brand Uses Celebrities to Break Through

by wolf
September 3, 2017
How One Brand Uses Celebrities to Break Through

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.

How One Brand Uses Celebrities to Break Through

 

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.

 

 

How One Brand Uses Celebrities to Break Through

 

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.

 

How One Brand Uses Celebrities to Break Through

 

 

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

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