Under Armour was just another outlet store where I took my 13 year old daughter to buy athletic ware.
While there I would usually pick up some running gear for myself as well. Pictured behind the registers was a wall graphic that caught my attention. The graphic drew me into the company vision, logo and promise.
I was intrigued. I researched the company mission statement, brand and reconstructed the messaging from that wall, into the Branding Window on the left.
I found a powerful brand message.
Recently Under Armour has been making moves to find new distribution outlets. Experts are concerned that such moves may compromise brand positioning, and that Under Armour has lost its cool factor.
Maybe so, but their brand window tells a different scenario. It is still cool to be passionate and deliver innovative products that meet the implicit promises of their mission statement. A strong sense of mission builds strong brand preference regardless of where it is distributed. Success lies in the implementation of branding strategy.
Under Armour stay the course. Be true to the WALL!
Remember: “There are no rules that limit brand identity for establishing image and perception”. Well thought out brand tweaks can extend your brand strength across many outlet segments.
The Launch Advisory Team.
PS . . . Under Armour, my 13 year old daughter says “add a Pop of Color to your fashions”.