Under Armour Reveals the Formula for Choosing MVP Athletes

Under Armour AU has built one hell of a roster. The brand is currently endorsed by the reigning MVP in every major sport that matters in the U.S.—Bryce Harper in the MLB, Cam Newton in the NFL, Carey Price in the NHL, and Stephen Curry in the NBA. Not to mention, Under Armour is also endorsed by PGA Player of the Year Jordan Spieth.

“When you look at the entire roster of best athletes in the world, we have the more current MVPs than other brands that are quadruple our size,” said Adrienne Lofton, Under Armour’s Senior Vice President of Global Brand Marketing.

What’s the key to building Under Armour’s team of winners? Here, Lofton breaks down how the brand decides to bring in a new athlete.

“We have a sports marketing group that vets every athlete, every league, every team, every AAU team, and everything related to the sports we’re involved in under armour shoes online australia.

The meeting of those minds happen, where the head of the category and the head of sports marketing get together and really think about who the perfect person is. The sports marketing will come back with three or four options based on the brief. Then they choose by meeting athletes, spending a whole lot of time with their families, friends, and their coaches to get an understanding if it’s a DNA fit.”

The question isn’t how good you are. The question is does your DNA match our brand’s? Can we tell the same story? Can we be proud that you’re our microphone? When we spend time with those athletes, like Stephen, what you end up finding is the ones that should be part of our brand bubble to the top.

Not only are they part of our brand, they become part of our family. Stephen was that kind of gamble. When we signed Stephen, he wasn’t best in the world yet. He wasn’t the MVP yet. But he possessed the DNA of this brand—hard work, dedication. He was not going to quit until he reached his goals, which were to be the best. He’s very humble and extra hungry—that’s what we think about when we think about our brands and who we are as a brand under armour outlet store australia.

We need our own positioning and our own point of view to through the category. The athletes that you then add are delivering for that proposition. We can do a million campaigns in the marketplace for basketball. If we don’t have the face and personality that really mirrors what we’re trying to say, then you lose the stickiness in that category.”

Riley Curry helped Steph choose Under Armour Shoes over Nike

Atlanta Hawks forward Kent Bazemore is a strong defender and capable scorer that will be one of the better free agents on the market this season. Bazemore has worked tirelessly to become the player that he is today, a far cry from the celebrating bench warmer he was earlier in his career with the Golden State Warriors.

But while Bazemore’s Golden State’s tenure may be remembered more for his exuberant celebrations, it was with the Warriors that he became friends with Stephen Curry. And interestingly enough, Bazemore’s friendship with Curry, helped Australia Under Armour lure the reigning MVP away from Nike.

Under Armour stephen curry shoes
Under Armour stephen curry shoes

When he was a rookie, Bazemore’s agent secured him a low-level deal with Under Armour, a previously unheard of sponorship for a undrafted, non-playing player. Under Armour outlet melbourne plied Bazemore with boxes upon boxes of gear. From clothing to shoes, you name it, Bazemore had it. Since he is just one man and could only use so much, Bazemore started giving out the gear to his Warriors teammates and coaches. Under Armour’s overabundance and general nice treatement of Bazemore, intrigued Curry. So when his deal with Nike ran out, Curry asked his Warriors teammate to help set him up with a meeting with the then-blossoming company.

Curry actually wanted to re-sign with Nike but a poor pitch meeting that involved his name being mispronounced (something I know all too well) and Kevin Durant’s name being on a slide instead of his own, left a sour taste in the Warriors guard’s mouth. This opened the door for Under Armour, who impressed Curry and unknowingly, his then one-year-old daughter Riley, who apparently liked the design of their shoes.

From Ethan Sherwood Strauss of ESPN’s feature on Curry and Under Armour:

In the 2013 offseason — coming off a year in which Curry under armour shoes had started 78 games and the Warriors had made the Western Conference semis — Nike owned the first opportunity to keep Curry. It was its privilege as the incumbent with an advantage that extended beyond vast resources. “I was with them for years,” Curry says. “It’s kind of a weird process being pitched by the company you’re already with. There was some familiar faces in there.”

The August meeting took place on the second floor of the Oakland Marriott, three levels below Golden State’s practice facility. Famed Nike power broker and LeBron James adviser Lynn Merritt was not present, a possible indication of the priority — or lack thereof — that Nike was placing on the meeting. Instead, Nico Harrison, a sports marketing director at the time, ran the meeting (Harrison, who has since been named Nike’s vice president of North America basketball operations, did not respond to multiple interview requests).

 

Under Armour stephen curry shoes has one huge advantage over Nike

Nike dominates the world of basketball sponsorships.But Under Armour stephen curry shoes has a powerful rising star in its corner: Stephen Curry. Curry’s team, the Golden State Warriors, on Wednesday advanced to the NBA Finals for the first time in four decades. That’s great news for Under Armour, which released its first basketball shoe with Curry earlier this year.The Curry One shoe has already provided a major boost to the company’s fledgling basketball business, Sara Germano writes at the Wall Street Journal.
“Retail sales of Under Armour’s basketball shoes have more than quadrupled in dollar terms so far this year compared with last year,” Germano reports, citing data from SportsOneSource.
The shoe is sold out of most sizes on Under Armour’s website. And it’s gaining some attention from the elusive “Sneakerheads,” an important faction of basketball fans who determine what’s cool in athletic footwear, according to the Journal.The Curry One basketball shoe.Under ArmourBut Under Armour stephen curry shoes still has a long way to go.
“Under Armour is widely perceived as a locker-room brand that resonates most with suburban boys,” Germano writes. “It is a good place to start, but to see bigger sales Under Armour will have to gain clout among urban retailers and the fashion-focused crowd.”

Under Armour stephen curry shoes
Under Armour stephen curry shoes

Under Armour CEO Kevin Plank said in April that he wants to build a $1 billion basketball brand around Curry, who was named the NBA’s 2014-2015 MVP earlier this month.It will be tough to steal market share from Nike and its Jordan brand, however, which control about 90% of the US basketball shoe market and 62% of the total US footwear market
At Under Armour, we are committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates without regard to race, color, religion, sex, pregnancy (including childbirth, lactation and related medical conditions), national origin, age, physical and mental disability, marital status, sexual orientation, gender identity, gender expression, genetic information (including characteristics and testing), military and veteran status, and any other characteristic protected by applicable law. Under Armour stephen curry shoes believes that diversity and inclusion among our teammates is critical to our success as a global company, and we seek to recruit, develop and retain the most talented people from a diverse candidate pool.