NEWS OF THE MORNING
No. 1: Curry joins Tom Brady, Jordan Spieth in Under Armour’s first major brand campaign — Champions are the focus of Under Armour’s first major brand campaign. Tom Brady, Jordan Spieth and Golden State Warriors star and KIA MVP Stephen Curry will all be featured in the campaign, that will debut this week. It’s the latest superstar turn for Curry, whose magical year that began with a gold medal at the FIBA World Cup in Spain and continued with his first MVP award and the Warriors’ first title in 40 years in June. ESPN’s sports business guru Darren Rovell has the details:
Tom Brady won another Super Bowl. Stephen Curry won an MVP and an NBA title. Jordan Spieth won the Masters and the U.S. Open. Misty Copeland became the first African-American to become a principal dancer at a major ballet company.
It has been a big year for Under Armour’s most high-profile spokespeople, and the company this week will start to roll out its first major brand campaign featuring all of them. It’s called “Rule Yourself,” and the idea summons Malcolm Gladwell’s theory that it takes 10,000 hours of practice at something to be the best.
In the first spot, called “Anthem,” the premise is accomplished through speeding up those hours by showing thousands of replicas of Curry, Spieth and Copeland going through their repetitions.
“We sat around [founder and CEO] Kevin Plank’s table, and we talked about the momentum we’ve had this year, telling our brand story through the lens of the hottest athletes in the world, and the one thing that was constant, whether you are young or old, is that in order to be the best you have to train consistently on the field, court and gym and improve every day,” said Adrienne Lofton, the company’s senior vice president of brand marketing.
In the past year, the shots Curry takes before every game and his ball handling warm-up drill have received plenty of accolades. Less evident is what it took for Spieth to achieve his success, and, even more behind the scenes, what it took for Copeland — often 10 hours daily in a studio.
Brady’s spot, which takes on a similar theme, is still scheduled to make its debut in the coming weeks. Sources said his alleged role in “Deflategate” — and his four-game suspension, which is under appeal — never put him in jeopardy with Under Armour.
The spots were done in partnership with ad firm Droga5. The special effects were created by having five cameras focus on the athletes from different vantage points as they went through their motions. Computer-generated imagery was then used to give the effect of a thousand replicas.
Although direct sales from Brady, Curry, Spieth and Copeland are relatively small in the scheme of things, the momentum is palpable. Five years ago, Nike did 19 times the business Under Armour did. In 2015, that lead is expected to be cut to eight times. Footwear sales, most recently on the back of Curry’s first signature shoe, has grown by 40 percent for each of the past four quarters, while its total golf business has doubled in the past two years.