For the Fall/Winter of 2017, a new Under Armour campaign was released. The campaign features an editorial and a series of motivational videos that star a total of six amazing athletes. Some of the talent featured includes Misty Copeland, Natasha Hastings, and Jessie Graff.
The video that stars ballerina Misty Copeland shows the athlete standing powerfully in an empty stadium, while a narrator and the sounds of wind overlay the cinematic imagery. Throughout the short video, the narrator recites the poetry of Aristophanes and Saul Williams, who speak of breaking boundaries, overcoming adversity, and strength.
With this, the new Under Armour campaign highlights the beauty of individuality, while associating its brand with an empowering message that ignites an emotional connection in the minds' of consumers.
Individuality-Focused Sportswear Campaigns
This New Under Armour Campaign Was Dubbed 'Unlike Any'
Trend Themes
1. Individuality-focused Sportswear - There is potential for incorporating customization features in sportswear to deliver unique experiences and establish deeper connections with consumers.
2. Motivational Advertising Campaigns - There is potential for apparel brands to develop advertising campaigns that utilize motivational elements to capture attention and engage with consumers.
3. Inspirational Athletic Role Models - There is potential for athletic brands to collaborate with inspiring and diverse role models in their advertising to appeal to a wider audience.
Industry Implications
1. Sportswear Industry - Sportswear companies can focus on creating unique products that allow consumers to express their individuality and differentiate themselves from competitors.
2. Advertising Industry - Advertising agencies can leverage motivational storytelling to create emotionally engaging ad campaigns that resonate with consumers.
3. Athletic Endorsement Industry - Brands can secure endorsements from inspiring and diverse athletes to create a more inclusive image and connect with a wider audience.