In 2014 Under Armour launched a largest global women’s market campaign titled “I Will What I Want.”. The success of this campaign brought this company into the spotlight. In customers’ unconscious mind, Under Armour is not the most outstanding sports clothing company compared with NIKE and Adidas. However, because of the success of a series of campaigns, Under Armour supersede Adidas to be the number 2 spot in the U.S. sportswear market. Many people are full of curiosity about the story behind this achievement. Under Armour was created by Kevin Plank in 1996, which successfully brought breakthrough technology into apparel industry. This company has achieved remarkable growth in the past 10 years, increased their market capitalization to 15.5 billion ((Under Armour, 2015). …show more content…
Most celebrity in advertising have good figure. For customers it may be hard to achieve such good figure as models. Marketers should show the change after everyday people wear their products rather than makes people who have good figure already looks more beautiful. Put simply, “Made it possible” is important than “make it perfect” for everyday people. About 10 years ago, campaign based on email and television is the most effective way chosen by marketers to attract customers. Because the television and email is the main channels to communicate with customers. However, The development of internet and technology make it possible that customers can obtain detailed information from different platform. Single channel platform is difficult to target customers. Therefore, it is important for marketers to establish a multichannel platform to launch campaigns. For next campaign, using multichannel platform adverting is a good strategy to target different segmentation customers. However, marketers should invest more on core platform. Such as social