UA'S New Advertising Campaign Is Still Wild.

The Cam Newton, the football's quarterback of the Carolina black panther, is the most popular and influential player in NFL at the last season. MVP

After losing the Super Bowl Championship at the beginning of the year, UA designed a dormant rising theme advertising film for Cam Newton.

"Wild" and "pain" has always been a brand image that UA is willing to show. When it first started advertising in the US market, it used all the NFL male friends, and quickly formed a distinctive brand image among consumers.

Footwear will become the core business of UA in the next five years.

In this field, UA is a real successor. Footwear products (Rugby shoes) were first launched in 2006.

2009 years ago, running shoes were introduced.

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According to UA2015 annual report, footwear grew 57% to 680 million dollars, accounting for 14.8% in the fourth quarter, and has become the most powerful category.

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Signed sports stars: UFC middleweight fighting champion Georges St-Pierre, MLB Washington National outfielder Bryce Harper, world middleweight boxing Saul Alvarez, and today we talked about Cam Newton, which has some strength in common.

Narrator from the Watership Down "rabbit Republic" fragment from the US high school student's compulsory reading list is a magnificent fantasy novel. This passage is about rabbits' difficulties and obstacles during their running and moving.

It's a little surprising that the voice chosen by Droga5 agent is not a professional actress, but the mother of Cam Newton (though it is not professional at the end of the final presentation).

"Cam Newton's mother plays a very important role in her growth."

Adrienne Lofton Lofton, senior vice president of global brand management at UA, said in an interview that although it was a bit risky to do this, they chose to do so, considering that there were no dubbing experiences before Jackie Newton.

This branch

It is part of UA global marketing campaign It Comes From Below, emphasizing the "powerful force" brought by athletes from their own shoes.

Bryce Harper, a baseball player, also appeared in this series of advertisements.

When other sports brand models are jogging or doing yoga in advertisements, Gisele B B ndchen plays in the advertisement of a UA player, playing a combat fighter in a spare time, practicing alone in the boxing room.

UA can quickly establish its business culture and distinguish it from other sports giants such as Nike, which is closely related to the personal experience of its founder, Kevin Plank.

Planck said in an interview: the size of our competitors is 20 times that of ours, so there is much room for us to make progress.

Planck was a rugby athlete in his schooldays, and one of the original intentions of founding UA was because he was troubled by massive sweating during his athletic career, so he had developed the idea of finding fabrics that would not be sweaty.

Planck's 13 high school teammates and more than 10 college teammates later became professional rugby players. UA sent early sample T-shirts to get attention in American universities and young people's market.