UNDER ARMOUR 11 by Perfect Fools for Under Armour

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UNDER ARMOUR 11

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market Sweden
Agency Perfect Fools
Creative Director Mark Chalmers, Tony Högqvist
Copywriter Ben Blench
Designer Christian Mezöfi
Producer Tim Sajdak, Kathrin Spaak
Released June 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: UNDER ARMOUR
Product/Service: FOOTBALL BOOTS
Agency: PERFECT FOOLS
Date of First Appearance: Jun 16 2009 12:00AM
Entrant Company: PERFECT FOOLS, Stockholm, SWEDEN
Entry URL: http://www.underarmour.com/ua11/
Account Manager: James Goode (Perfect Fools)
Producer: Tim Sajdak (Perfect Fools)
Producer: Kathrin Spaak (Perfect Fools)
Creative Director: Mark Chalmers (Perfect Fools)
Creative Director: Tony Högqvist (Perfect Fools)
Associate Director: Oscar Asmoarp (Perfect Fools)
Technical Director: Fredrik Stutterheim (Perfect Fools)
Designer: Christian Mezöfi (Perfect Fools)
Programmer: Cristoffer Övergaard (Perfect Fools)
Programmer: Stefan Lagergren (Perfect Fools)
Programmer: Karl Wahlström (Perfect Fools)
Programmer: Rickard Skogstoft (Perfect Fools)
Film: Gavin Elder
Photography: Arnout Groen
Copywriter: Ben Blench
Media placement: Web site - Online - June 16 2009

Describe the objective of the promotion.
To promote the launch of sports innovator Under Armour’s Dominate and Create football boots. While Under Armour have carved out a big reputation in American sports they are still relatively unknown in the European market, adding to the challenge. In addition, Under Armour did not have a large budget for either talent or bought media placement and needed to make the most out of word-of-mouth and other non-paid spread.

Describe how the promotion developed from concept to implementation
Our launch concept turned traditional football marketing upside down. Instead of focusing on big-name stars we showcased the unsung heroes of European amateur football and the real consumers of these boots. The result: the Under Armour 11, a genuine test team recruited and cast from the best semi-pro clubs across Europe to wear-test and evaluate UA’s new boots. Each footballer was given an extensive video profile representing different playing styles, local weather conditions and related boot features. This rich-media platform was supported by a broad social media seeding and word-of-mouth campaign, and fully integrated point-of-sale materials in sports stores.

Describe the success of the promotion with both client and consumer including some quantifiable results
The UA11 effort was a success. It spread across boot purchasers’ favourite channels, was praised by sports apparel thought leaders, and beyond the web earned attention in key market broadcast media. The Football Boot Awards 2009, widely referred to as the Football Boot Oscars, shortlisted UA’s boots. A real accomplishment considering it was Under Armour’s first football foray. Some team members also saw their careers take off since joining the UA11, helping to position Under Armour as the brand of grassroots heroes. Best of all, the boots sold out while player evaluations are actually shaping the next wave of products.

Explain why the method of promotion was most relevant to the product or service
UA wanted to position themselves clearly versus their larger competitors. By consciously choosing not to feature top-name stars, and instead concentrate on working-class footballers, we helped establish UA as the champion of the people who really buy these boots. The new approach helped UA earn free coverage in mainstream media and online, it fit well with UA’s overall brand values, and it was cost-effective.