It doesn't try too hard to complicate its product line or over-saturate its messaging. It simply demonstrates aspiration. Aspiration in life, not just sports.
I started out as a casual consumer...a piece or two here and there, not really consciously buying into the brand. But then the brand psyche started to weave into my own psyche and it started to become more a part of me. Then I engaged with the products and started to enjoy them as well.
Campaigns like the one featuring Misty Copeland helped to propel my buy-in. I didn't even know Misty Copeland, but the brand helped me to realize that indeed I really do know the essence of Misty Copeland.
I found her inspiring, and I found her struggling with the same things that I do. Ironically. Inspiring.
This new campaign featuring Michael Phelps has thrown me over the loyalty edge. We've collectively watched this man grow up over the years, and we've watched him work hard, sacrifice, and make mistakes along his journey.
There's no doubt he works hard. There's no doubt he is once again building his brand, albeit an evolved brand.
But it's the closing line in this particular piece of content that sold me..."it's what you do in the dark that puts you in the light." Exactly.
Or as my father always says (and I've quoted in my book), "It takes a whole lot of work to be lucky."
Having spent my adult life getting up at 5:00am every morning, followed up by often working into the wee hours of the night, I can relate. Sleep? Nah.
And like any good content marketer, the brand followed up with a behind the scenes look at his reaction to his own story (right along side his fiance). So sincere. We are now seeing the real Michael Phelps. Exactly. And the real Under Armour brand.
"It's what you do in the dark that puts you in the light."
Congratulations Michael, we look forward to watching you in action. And you too, Under Armour.
What's your experience? JIM
PS - This is so good that I almost forgot that it's what is likely to be the first in a string of Olympics-themed content from brands. Stay tuned, although it will be hard to beat!