“Your Parents Wore Adidas, We wore Nike, Our Kids Wear Under Armour”

“Your Parents Wore Adidas, We wore Nike, Our Kids Wear Under Armour”
SHARE
THIS



American sportswear apparel giant Under Armour says its grabbed a foothold in the Australian market by doing one particular thing – targeting the Millennial consumer.

The brand – as famous for sponsoring big name athletes as it is for the technology to match its apparel – has had a relatively slow burn since launching in the local market three years ago.

Initially, it was all about getting store space in local chain sports retailers such as Rebel and Amart; however, the brand has just opened its first stand-alone store on the Gold Coast with more openings planned for Sydney and Melbourne.

FERNANDO REANI

Under Armour’s Australian and NZ MD, Fernando Reani (pictured above), said the brand – arguably better known for American football and basketball – has had to be selective about what it promotes in Australia.

Reani agreed the local market is well catered for with sports apparel players and says, “We’ve concentrated on categories where we think we can do well. Training, running, basketball, and we’ll be moving into golf and football (soccer) hopefully soon, too,” he said.

As to the question of whether Under Amour is too ‘American’ for an Aussie audience, Reani adds: “We are a very young brand, it was created in 1996, and I think it’s a natural path of being an American-centric brand to becoming a global-centric brand, which is the vision for the brand.”

Screen Shot 2016-10-10 at 4.57.59 pm

Jason Archer, Under Armour’s vice president of emerging markets, was recently in Australia and added that the success of the brand was due to the fact it particularly resonated with the Ys.

“I think the young consumer has really grasped the brand, we really resonate with the Millennial consumer. We often say our parents wore Adidas, we wore Nike and Under Armour’s our children’s brand,” Archer said.

“There’s an evolution. We sponsor a lot of the up and coming athletes. Take Stephen Curry in the basketball and (golfer) Jordan Spieth who won the Masters last year, or Michael Phelps who’s an Olympian athlete. Sure, they’re American athletes but they transcend internationally,” he said.

haynefeta

Under Armour famously sponsored Jarryd Hayne when he tried his luck in the NFL last season. So was it a chance gone begging for the brand in Australia?

“Jarryd was a long-time fan of the brand and we partnered with him when he was with the NFL,” Archer said, “he’s come back (to the NRL) and he’s moved on and we wish him the best.”

Both Archer and Reani are coy when pressed about plans to sponsor local athletes and teams and admits that because its not synonymous with any of Australia’s three major sporting codes – league, AFL and cricket – it has thrown-up some marketing challenges

Reani said: “That’s the next big question for us, what our next strategy will be, where we’ll put our marketing dollars. What clubs they might be, or players, and that’s one of the tricks for us. Digital will play a huge role for us and that strongly connects our technology with our fitness community.”

However, Archer adds the Australian market’s not a difficult one as we’re a fairly sporty nation anyway. “We’ve got over 185 million users on our Connected Fitness Platform and six million of them are Australians. So there was very good awareness of the brand even before we established here. But there are challenges for us in the Australian market; obviously Under Armour isn’t big in sports like cricket or rugby, which are hugely popular here.”

That said, a focus on tech, health and fitness and a Millennial audience will remain the order of the day.

“For the Ys it’s all about digital, it’s a digital world,” Archer said. “It’s about staying connected in that world and social media is just great for that. Throw in the health, the fitness and I think the Millennials really go for that. We’ve invested heavily in our tech side and, yes, we see ourselves as tech disruptor and we’ll continue to innovate.

“I think people engage with Under Armour far more emotionally and that’s a lot to do with the athletes we sponsor. Our customers will be engaging with us a lot more via social media with the content we’re creating and the connection with those athletes. Our consumers are growing up with online and it’s all about being part of that digital journey,” he said.

Please login with linkedin to comment

Latest News

ASICS Launches Summer Ashes Campaign Via Infinity Squared
  • Campaigns

ASICS Launches Summer Ashes Campaign Via Infinity Squared

ASICS Oceania have launched a localised adaptation of the new “I Move Me” global brand proposition to activate their partnership with Cricket Australia in the lead up to this Summer’s Men’s and Women’s Ashes Series. The new brand positioning sees a departure from category norms of elite athlete focus, to championing everyday active people leading […]

by B&T Magazine

B&T Magazine
Report: The Ys And The Zs Now Message More Than They Talk To One Another
  • Marketing

Report: The Ys And The Zs Now Message More Than They Talk To One Another

A new study has confirmed what we probably already know, that those aged under 35 would far prefer to text or message a friend than talk to them in person. The study was by online messaging tech firm LivePerson and was based on the responses of 4,013 Gen Zs (teenagers) and Gen Ys (18-35 year olds) from the US, […]

by B&T Magazine

B&T Magazine
Telstra To Reunite FTA, Subs & SVOD With Its New Telstra TV
  • Media
  • Technology

Telstra To Reunite FTA, Subs & SVOD With Its New Telstra TV

Telstra has united the three worlds of TV – free-to-air, subscription TV and on-demand streaming – on its new Telstra TV to be launched on 31 October. The new device will include a series of Australian-first innovations that are set to liberate the way consumers experience TV at home and on the go.  With 83 […]

Crumbs Aside, Big Mac Cartons The Star Of New Macca’s Campaign
  • Campaigns

Crumbs Aside, Big Mac Cartons The Star Of New Macca’s Campaign

McDonald’s in France has always liked its print ad campaigns with a minimalist approach. A few years back it featured zoomed-in close-ups of the burgers sans any words of logo. Then in 2014 it tuned the images into cartoons for a similar campaign. Fast-forward to 2017 and the burger giant’s long-standing agency, TBWA Paris, has unveiled its newest […]

by B&T Magazine

B&T Magazine
BMW Social Media Campaign In Strife With The Ad Standards Bureau
  • Campaigns

BMW Social Media Campaign In Strife With The Ad Standards Bureau

A new BMW social media campaign, that appeared on YouTube and Instagram, has been banned by the Australian Advertising Standards Bureau (ASB). The ad, in German, features the brand’s new electric i3 vehicle in a drag race scenario with a Dodge Charger from the 60s. The premise being the BMW could outrun its rival to 60kph […]

by B&T Magazine

B&T Magazine
State Vs State: Which Aussies Travel The Most?
  • Marketing

State Vs State: Which Aussies Travel The Most?

Australians from NSW and the ACT take first place when it comes to travelling overseas, whereas Queenslanders are the keenest on domestic trips, according to new research from global online travel booking platform agoda. The Travel and Tech Study found those in NSW and ACT took an average of 4.8 trips in the last 12 […]

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)
  • Marketing
  • Media

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)

As AFL’s Richmond Tigers and NRL’s Melbourne Storm bask in the glory of their Premiership victories, another war was waging across social media. Sports social content platform 20FOUR today revealed the winner in the battle of the footy codes, declaring the AFL victorious over the NRL in audience engagement during this year’s grand final. Just over 3.5 million people tuned in to watch the […]

by B&T Magazine

B&T Magazine
Chris Gayle Claims Fairfax Journo Was Out To “Destroy” Him In Defamation Case
  • Media

Chris Gayle Claims Fairfax Journo Was Out To “Destroy” Him In Defamation Case

West Indies cricketer Chris Gayle has told his Sydney defamation trial against Fairfax Media today that one of its journalists was out to “destroy” him following a series of articles in The Age that alleged he exposed his genitals to a female masseuse during the Cricket World Cup in Australia in 2015. In the NSW Supreme Court today, […]

by B&T Magazine

B&T Magazine
Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne
  • Advertising
  • Marketing

Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne

After successfully launching in Sydney and Brisbane in the past year, Mentor Walks has announced it is expanding to Melbourne with the help of some female industry leaders. How Mentor Walks works is through a small group of senior female executive leaders who agree that, when they are available, will be part of a monthly […]

App Annie Announces New Managing Director For APAC
  • Technology

App Annie Announces New Managing Director For APAC

App market data and analytics company App Annie has announced the appointment of Cindy Deng as its new managing director for the Asia-Pacific (APAC) region. Deng joins App Annie with more than 18 years’ experience in enterprise IT, digital advertising, data analytics, and data management. In her most recent role at Turn, she was responsible […]

New Editor For GQ Australia
  • Media

New Editor For GQ Australia

Unfortunately, it's no more Lowes or Roger David for Michael Christensen after being named fashion organ's top tamale.

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]