The Power of Celebrity Brand Endorsement: A Case Study of Under Armour Inc.

This article discusses the importance of celebrity brand endorsement in the success of Under Armour Inc. and how it can be applied to their upcoming fashion line. It highlights the power of endorsements in positioning a brand and its products in the mind of the customers. The article also provides a case study of Under Armour's successful collaboration with Dwayne Johnson and suggests that the company should endorse a celebrity who oozes fashion for their upcoming fashion line.

Running head: STRATEGIC COMMUNICATION
Strategic Communication
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Transcript
1. Companies across the world employ various strategies to set them apart from their
competitors. Some employ aggressive pricing strategies such as penetration, while some
companies like Tesla innovate to separate themselves in terms of technology. While some
strategies are safeguarded from the competitors, some are not hidden. Such strategies are
“not” so secretive. One such strategy is celebrity brand endorsement. This video will help
you understand why the Under Armour Inc. wants to endorse a brand ambassador for the
launch of their upcoming fashion line.
2. We are all aware of famous celebrity brand endorsements. From MJ’s (Michael Jordan)
endorsement with Nike, Britney Spears for Pepsi and to Leonardo Dicaprio for Tag
Heuer, all have a solidified their place in our memory. As a child, I would be exited on
seeing my favourite, Michael Jordan in commercials. For a long time I’d identify the
Nike with the face of MJ. I am sure that I am not the only one to have such thoughts. I am
sure that numerous kids and people around the country can relate to the same.
3. This can help us understand the power of endorsements. In order to successfully choose a
brand ambassador, the company must first identify how the consumer community can
relate to the celebrity. What value does the chosen celebrity have in the mind of the
consumers and the people who are exposed to television commercials and other forms of
ads featuring the celebrities? How will it affect them in the long run? How will the
consumers relate to such ads? All these questions should be taken into consideration
before selecting a suitable brand ambassador.
4. Under Armour have had success with a celebrity brand endorsement in the recent past.
The company’s initiative to collaborate their efforts with one of the biggest and highly

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recognised entertainers in the world was highly successful. We all are aware of the The
Rock’s (Dwayne Johnson’s) lifestyle that is filled with fitness. This paired up with his
charisma along with the sturdy and stylish products form the company, propelled the
sales of the fitness gears and peripherals produced by the company. The “Project Rock”
campaign rightfully positioned Under Armours Project Rock launches as “THE” number
one in all of United States.
5. The Company, should do the same with their upcoming fashion line. They should
endorse a celebrity who oozes fashion. The celebrity who would be chosen should be
relatable by the consumers and should possess charisma through which they will be able
to engage and position themself in the mind and hearts of the consumers. The key idea
behind a celebrity endorsement is engagement and positioning. Both these factors go
hand in hand in developing and amplifying the brand image.
6. It is evident that brand endorsements, help to position a brand and its products in the
mind of the customers. However one might say that companies always do not carry out
business just with the aim of positioning. Under Armour Inc., is a for-profit organisation
and thus are operating in the market to generate returns. While I am pitching this idea,
some of you might have this in your mind. I am here, to make you understand that ‘it’ is
all about positioning and developing a brand value in the bigger picture. Let’s go back to
MJ’s endorsement with Nike to understand this.
7. MJ’s persona, on and off the court was unmatchable. We can agree that he was a
champion in every sense possible. Nike wanted to give their customers a feeling of being
in the shoes of the athlete. So they made a brand endorsement deal with MJ. The
campaign was a runaway success. Nike earned a fortune as a result. In fact is was so

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successful that it led to the creation of a ‘sole’ brand dedicated to Michael Jordan. I am
sure you know I am talking about “Air Jordan”. It took the Nike endorsement to a whole
new level and set a benchmark in all of brand endorsement history. This is still
considered as one of the biggest endorsements of all time and rightfully so.
8. So, by now, it is clear, how valuable and profitable, celebrity brand endorsements can be.
It can resurrect a company from scratch and even boost up the image of a company that is
already successful. My suggestion to the board, is to give it a go. We have been
successful in the past and if we ensure that effective research is carried out, there is now
way that we could go wrong.