What's Happening?
Under Armour has introduced a new brand platform titled 'Be The Problem' as part of its strategy to enhance its presence in the European football market. The campaign, developed by Uncommon Creative Studio, aims to redefine the phrase 'being a problem' as a positive attribute, showcasing resilience and grit. This initiative is part of Under Armour's broader strategy to leverage its 'underdog' positioning and infuse the stories of its sports ambassadors with these themes. The campaign includes a film featuring a voiceover by Massive Attack's Tricky, directed by Leigh Powis, and will be supported by out-of-home activations, social media, and tactical takeovers around major football fixtures in the Premier League, Ligue 1, and La Liga.
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Why It's Important?
This campaign marks a significant investment by Under Armour to amplify its brand awareness and consideration in the competitive sports apparel market. By focusing on the European football scene, Under Armour is positioning itself to capture a larger share of the market dominated by established brands like Nike and Adidas. The campaign's emphasis on resilience and grit aligns with Under Armour's brand identity and could resonate well with consumers seeking authenticity and inspiration. The success of this campaign could potentially lead to increased sales and market share for Under Armour, particularly in Europe.
What's Next?
The 'Be The Problem' campaign will run throughout August and September, with media planning and buying managed by MG OMD. The effectiveness of the campaign will likely be evaluated based on consumer engagement and sales performance in the targeted regions. If successful, Under Armour may expand this campaign or develop similar initiatives to further solidify its brand presence in other markets.
