Kevin Plank Under Armour
Table of Contents
Creative Brief 3
Creative Rationale 4 – 6
Print 1 7
Print 2 8
Print 3 9
Television 1 10
Television 2 11
Television 3 12
Outdoor 1 13
Outdoor 2 14
Outdoor 3 15
Creative Brief
Background: Under Armour started out in 1996 by Kevin Plank, a football player and special teams captain at the University of Maryland. Plank hated constantly changed his sweat soaked clothes at the end of practices and set out to make a better solution.
Kevin Plank did extensive research and developed a new kind of clothing that kept athletes cool and dry in even the most brutal conditions. Plank named …show more content…
Nike has set the standard when it comes to the sportswear industry and while it may seem Under Armour mimics a lot of Nikes Advertising, the two actually differ greatly. UA acts like an underdog, while Nike is a mighty king. UA is very focused on professional athletes while Nike democratizes fitness. UA is about proving others wrong, while Nike is about doing yourself right. Under Armour has been extremely successful using this underdog approach and this campaign isn’t going to change that, but continue to strengthen that image. Under Armour provides role models that are more relatable to the average person. It’s more fathomable for a consumer to see the 6’2, 190 pound Stephen Curry rather than say a 6’8, 275 pound Lebron James. This campaign is going to be revolved around star studded athletes but ones that the average person can see themselves being. Everyone has been counted out or have been told they couldn’t do something. Under Armour is going to show that motivation and work ethic will help you get to anywhere you want to the campaign’s advertisements are going to reflect …show more content…
Stephen Curry standing at the free throw line with a basketball in his hand ready to shoot. Color.
Body Copy: Sometimes when things get tough I feel like giving up.
Then I remember I have a lot of people to prove wrong.
Slogan: I Will
Mandatories: Campaign Tagline, Under Armour Logo
Print 2
Headline: Success Is No Accident
Subhead: None
Illustration: Empty driving range with hundreds of balls scattered throughout the field. Dark and rainy. Jordan Speith by himself at on one of the tee boxes finishing a swing with his driver.
Body Copy: There will be Haters.
There will be Doubters.
There will be Non-Believers.
And then there will be You.
Proving them Wrong.
Slogan: I Will
Mandatories: Campaign Tagline, Under Armour Logo
Print 3
Headline: It Always Seems Impossible Until It’s Done
Subhead: None
Illustration: Dark empty Ballet theater with Misty Copeland on the stage looking at the ground
Body Copy: None
Slogan: I
Creative Brief 3
Creative Rationale 4 – 6
Print 1 7
Print 2 8
Print 3 9
Television 1 10
Television 2 11
Television 3 12
Outdoor 1 13
Outdoor 2 14
Outdoor 3 15
Creative Brief
Background: Under Armour started out in 1996 by Kevin Plank, a football player and special teams captain at the University of Maryland. Plank hated constantly changed his sweat soaked clothes at the end of practices and set out to make a better solution.
Kevin Plank did extensive research and developed a new kind of clothing that kept athletes cool and dry in even the most brutal conditions. Plank named …show more content…
Nike has set the standard when it comes to the sportswear industry and while it may seem Under Armour mimics a lot of Nikes Advertising, the two actually differ greatly. UA acts like an underdog, while Nike is a mighty king. UA is very focused on professional athletes while Nike democratizes fitness. UA is about proving others wrong, while Nike is about doing yourself right. Under Armour has been extremely successful using this underdog approach and this campaign isn’t going to change that, but continue to strengthen that image. Under Armour provides role models that are more relatable to the average person. It’s more fathomable for a consumer to see the 6’2, 190 pound Stephen Curry rather than say a 6’8, 275 pound Lebron James. This campaign is going to be revolved around star studded athletes but ones that the average person can see themselves being. Everyone has been counted out or have been told they couldn’t do something. Under Armour is going to show that motivation and work ethic will help you get to anywhere you want to the campaign’s advertisements are going to reflect …show more content…
Stephen Curry standing at the free throw line with a basketball in his hand ready to shoot. Color.
Body Copy: Sometimes when things get tough I feel like giving up.
Then I remember I have a lot of people to prove wrong.
Slogan: I Will
Mandatories: Campaign Tagline, Under Armour Logo
Print 2
Headline: Success Is No Accident
Subhead: None
Illustration: Empty driving range with hundreds of balls scattered throughout the field. Dark and rainy. Jordan Speith by himself at on one of the tee boxes finishing a swing with his driver.
Body Copy: There will be Haters.
There will be Doubters.
There will be Non-Believers.
And then there will be You.
Proving them Wrong.
Slogan: I Will
Mandatories: Campaign Tagline, Under Armour Logo
Print 3
Headline: It Always Seems Impossible Until It’s Done
Subhead: None
Illustration: Dark empty Ballet theater with Misty Copeland on the stage looking at the ground
Body Copy: None
Slogan: I