US-based ★ Under Armour wins "Marketer of the Year" award

Under Armour, the U.S. performance apparel company (high-performance sportswear), was named Ad Age's 2014 Marketer of the Year. The award was driven by the success of the "I Will What I Want" campaign for women, spearheaded by CEO Kevin Plank (42), a former University of Maryland football player. Through clever PR, the company rapidly increased sales, maintaining revenue growth exceeding 20% for 18 consecutive quarters. Sales in 2014 are on track to hit the $3 billion mark.

Behind this strong performance lies a shift in marketing approach. Several years ago, the company revised the frequency of its campaigns, which had traditionally run year-round, instead targeting three major holidays annually. This change significantly boosted sales.

The campaign launched in summer 2013 celebrates women who possess physical and mental strength, defy external pressures, and forge their own paths. The selection of endorsers, including American Ballet Theatre soloist Misty Copeland and supermodel Gisele Bündchen, was made by Lean Flemer, Vice President and Creative Director of the Women's Division, who was recruited from fashion brand Theory by CEO Plank in 2012.

In the campaign videos, Copeland's stunning dance footage—showcasing her muscular physique—is overlaid with her voiceover stating, "I was rejected from ballet school because my body wasn't considered ballerina material." Meanwhile, behind footage of Gisele Bündchen intensely training in kickboxing and other disciplines, a stream of negative comments from internet users appears. Copeland's video centers on overcoming fate, while Bündchen's focuses on overcoming external noise.

In 1996, Under Armour CEO Plank launched the company in his grandmother's basement with the goal of becoming the world leader. Currently the industry's third-ranked company, its sales are about one-tenth of Nike's. However, its sales growth rate over the 21-month period from December 2012 to August 2014 was three times that of Nike. This indicates intensifying competition in a crowded industry, now including second-ranked Adidas.

Furthermore, investment firm Canaccord Genuity revealed in a December 1, 2014 report that it forecasts Under Armour's annual sales will exceed $10 billion within the next five years.

Source: Ad Age
Ad Age's 2014 Marketer of the Year: Under Armour
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