UNDER ARMOUR LAUNCHES 'BREAKDOWN' TV CAMPAIGN
UNDER ARMOUR LAUNCHES 'BREAKDOWN' TV CAMPAIGN
August 23, 2003 at 12:00 AM EDT
UNDER ARMOUR LAUNCHES 'BREAKDOWN' TV CAMPAIGNBALTIMORE, August 23, 2003 - Under Armour® Performance Apparel's BREAKDOWN television campaign launches tonight with a 30-second spot on ESPN's California-Kansas State college football game. The spot will also air during the September 8 regular season debut of ABC's "Monday Night Football."
Under Armour debuted a 15-second sneak preview spot on ESPN's "SportsCenter" on August 7. Each version of the commercial highlights Under Armour's unique, performance-based brand. The BREAKDOWN campaign captures the intense and competitive atmosphere of a football team preparing for a new season. The commercial will continue to air in its 30-second format during the fall on ESPN "GameDay," ESPN "NFL 2Night," ESPN "SportsCenter," MTV, MTV2 and regional sports networks, and during college football games on ABC, CBS and ESPN.
To view the 15, 30 and 60-second commercials, along with outtakes and enhanced features, visit Under Armour's BREAKDOWN web site.
"The Under Armour brand is truly authentic; we are for athletes and by athletes in everything we do," commented Kevin Plank, founder and president of Under Armour. "Creating a commercial that would appeal to and inspire the Under Armour consumer has always been the goal. And just like athletes themselves, Under Armour is always pushing its limits and taking on challenges, as the commercial shows."
The BREAKDOWN campaign is produced by Baltimore-based Producer's Video in conjunction with Ericson Core, cinematographer for The Fast and The Furious and Daredevil. The story was conceived by Under Armour's in-house marketing team, which culled input from the many athletes on staff in to stay true to the campaign's audience. Dozens of current and former athletes are part of the Under Armour team, including Plank, a former football captain at the University of Maryland; Ryan Wood, VP of Sales, a one-time All Pac-10 fullback at Arizona State and Dallas Cowboys draft pick; and Kip Fulks, VP of Manufacturing, a professional lacrosse player for the Baltimore Bayhawks of Major League Lacrosse.
"Under Armour® is the originator of performance apparel and it's the name that is synonymous with moisture wicking fabrics and temperature regulation," commented Steve Battista, director of marketing for Under Armour®. "The television campaign will motivate our current consumers and brand the company to future consumers by drawing the correlation between the Under Armour® logo they see on the screen during the commercial and the gear they see the athletes wearing on the field."
Under Armour has experienced exceptional average annual revenue growth of 250 percent since its inception in 1996 and is on pace to exceed $100 million in sales this year after reaching $55 million in 2002. The company is the originator of performance apparel, a line of moisture wicking microfiber clothing that pulls perspiration away from the skin to keep athletes cool, dry and light throughout the course of a game, practice or workout. According to SportScanINFO, the leading athletic apparel market research firm, Under Armour dominates the compression performance apparel market with 65 percent market share over some of the apparel industry's biggest players, including Nike, Adidas and Reebok. No other competitor has even a double-digit share.
"The Under Armour® brand is highly sought after in our stores. The serious athlete and exercise enthusiasts among our customers greatly appreciate the performance attributes and attention to detail found in all of Under Armour's products," commented Jim Mink, buyer for Galyan's Trading Company. "The promise the Under Armour® brand consistently delivers on is the reason the company's product has the greatest sell-through rate of that of any apparel maker we sell."
Under Armour debuted a 15-second sneak preview spot on ESPN's "SportsCenter" on August 7. Each version of the commercial highlights Under Armour's unique, performance-based brand. The BREAKDOWN campaign captures the intense and competitive atmosphere of a football team preparing for a new season. The commercial will continue to air in its 30-second format during the fall on ESPN "GameDay," ESPN "NFL 2Night," ESPN "SportsCenter," MTV, MTV2 and regional sports networks, and during college football games on ABC, CBS and ESPN.
To view the 15, 30 and 60-second commercials, along with outtakes and enhanced features, visit Under Armour's BREAKDOWN web site.
"The Under Armour brand is truly authentic; we are for athletes and by athletes in everything we do," commented Kevin Plank, founder and president of Under Armour. "Creating a commercial that would appeal to and inspire the Under Armour consumer has always been the goal. And just like athletes themselves, Under Armour is always pushing its limits and taking on challenges, as the commercial shows."
The BREAKDOWN campaign is produced by Baltimore-based Producer's Video in conjunction with Ericson Core, cinematographer for The Fast and The Furious and Daredevil. The story was conceived by Under Armour's in-house marketing team, which culled input from the many athletes on staff in to stay true to the campaign's audience. Dozens of current and former athletes are part of the Under Armour team, including Plank, a former football captain at the University of Maryland; Ryan Wood, VP of Sales, a one-time All Pac-10 fullback at Arizona State and Dallas Cowboys draft pick; and Kip Fulks, VP of Manufacturing, a professional lacrosse player for the Baltimore Bayhawks of Major League Lacrosse.
"Under Armour® is the originator of performance apparel and it's the name that is synonymous with moisture wicking fabrics and temperature regulation," commented Steve Battista, director of marketing for Under Armour®. "The television campaign will motivate our current consumers and brand the company to future consumers by drawing the correlation between the Under Armour® logo they see on the screen during the commercial and the gear they see the athletes wearing on the field."
Under Armour has experienced exceptional average annual revenue growth of 250 percent since its inception in 1996 and is on pace to exceed $100 million in sales this year after reaching $55 million in 2002. The company is the originator of performance apparel, a line of moisture wicking microfiber clothing that pulls perspiration away from the skin to keep athletes cool, dry and light throughout the course of a game, practice or workout. According to SportScanINFO, the leading athletic apparel market research firm, Under Armour dominates the compression performance apparel market with 65 percent market share over some of the apparel industry's biggest players, including Nike, Adidas and Reebok. No other competitor has even a double-digit share.
"The Under Armour® brand is highly sought after in our stores. The serious athlete and exercise enthusiasts among our customers greatly appreciate the performance attributes and attention to detail found in all of Under Armour's products," commented Jim Mink, buyer for Galyan's Trading Company. "The promise the Under Armour® brand consistently delivers on is the reason the company's product has the greatest sell-through rate of that of any apparel maker we sell."