Check out the cool commercial from Under Armour shown below.
My favorite part is when the announcer says “From the brand that reinvented the t-shirt comes the very first running shoe made entirely in a clothing factory…”
I like this even though you may be saying, as you read this, that I’m contradicting myself based on my comments in some previous entries. And, as usual, YOU are probably RIGHT!
Yes, if they’re getting away from their core category and are now just slapping their brand mark on anything they think might sell, they may be spreading themselves a bit thin. If you’re asking, “What does a company that made compression shorts and shirts know about shoes?”, your question may be very warranted. Even though you’ve gotta admit, they did make some revolutionary contributions in that area.
I think the big question should be, what category are they in? If they’re in the “sports apparel” category, then athletic shoes seems to be worth a look. If they can deliver on the “From the brand that reinvented the T-shirt comes…” then power to them! Well done, in fact. If you notice, they also seem to be poking a little fun at themselves when they go on to say “…comes the first running shoe made entirely in a clothing factory.” They’re either boldly trying to change the game, or are just being remarkably candid. Either of those may be reasons consumers think they deserve a look.
The honest truth is, and I’ll deny it if you quote me, I don’t know. I don’t know if it’s going to work or not.
Like so many things in marketing, trite as it may sound, we don’t know until we try. So at the very least, they deserve a little credit for having the guts to give it a shot. In fact, even if it doesn’t go so well, they’ll at least know that for sure, which could be counted as good marketing because it yielded a useful result!
Heck, even the Edsel offered Ford some profitable lessons. If that doesn’t ring a bell, click here for the story.