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Under Armour News:Under Armour Launches First-Ever Television Commercial... |
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| August, 2002 -- Performance Apparel Company's Dramatic Growth Sets Stage for National Branding Campaign -- BALTIMORE, MD, August 21, 2002 - Under Armour® Performance Apparel announced today that it is launching its first-ever television commercial campaign, the latest development in the continued growth of the company. Under Armour® has seen sales increase an average of 300 percent over the past seven years. The 30-second spot will debut on ABC's "Kickoff Classic" on August 31, 2002, during the college football game between Maryland and Notre Dame. "Under Armour's tremendous growth since we launched the company in 1995 has put us in position to begin our first television advertising campaign," said Kevin Plank, founder and president of Under Armour®. "This first commercial will build our brand and allow consumers to identify our products as the authentic performance apparel of choice for professional and collegiate athletes." Under Armour® 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. Most of the products are compression garments that help prevent muscle fatigue while working out. The diverse line includes apparel for all seasons and climates, allowing the body to regulate its temperature naturally through the process of moisture transport. Under Armour® counts Major League Baseball, the National Hockey League, USA Baseball and the US Ski Team as official partners, in addition to more than 100 Division-IA college football programs. According to SportScanINFO, the leading athletic apparel market research firm, Under Armour® dominates the compression performance apparel market, despite having a fraction of the marketing budget of Nike, Reebok and adidas. The company draws 71 percent of amateur and professional athletes to its moisture wicking microfiber fabrics and is on pace to break $60 million in sales in 2002, an increase of more than $35 million from last year. "The Under Armour® consumer is extremely loyal," said Steve Battista, director of marketing for Under Armour®. "With this campaign, we want to inspire the athletes already dedicated to the brand, as well as educate those who perhaps haven't heard our name, but have seen players wearing our logo on nearly every televised baseball and football game for the past seven years." Coinciding with its broadcast television debut, the spot will be shown two times during the "Kickoff Classic" on Giants Stadium's 60-by-22 foot Daktronics ProStar videoboard. The television commercial will continue to air throughout the 2002 season on Saturday mornings on ESPN's "College Game Day," during ESPN Thursday night games and during most of ABC's college football games. Eric Ogbogu, former University of Maryland standout and current Cincinnati Bengals defensive end, stars in the commercial, which features short takes and quick cuts of him sprinting and lifting weights in Maryland's football stadium and weightroom. The commercial is set to a re-mixed version of Iron Butterfly's classic song, In-A-Gadda-Da-Vida and climaxes with Ogbogu power lifting 364 pounds. The words Lighter, Faster, Stronger and, finally, BETTER, appear on the screen ethereally throughout the spot. Ogbogu, like athletes used in past Under Armour® print advertising campaigns, is not identified in the ad or signed by the company to an endorsement contract. He was a gridiron teammate of Plank's at the University of Maryland and has been the company's signature model since the company began advertising. Under Armour® has also been able to lure other athletes to pose for its print advertising, including Barry Bonds, LaVar Arrington and Jamie Sharper, by paying them only for their time and expenses, and supplying them with Under Armour® gear for their lifestyle and sport needs. Under Armour® manufactures its exclusive fabric domestically and boasts six products lines, HeatGear™, ColdGear™, LooseGear™, AllSeasonGear™, TurfGear™ and Street Gear™, covering all climates and game situations. Under Armour® is available worldwide through its web site www.underarmour.com, Eastbay catalog, and most major sporting goods stores including: Champs, Dick's Sporting Goods, Gart Sports, Galyan's Trading Company, Hibbett Sports, Modell's and The Sports Authority. About Under Armour® (www.underarmour.com) Founded in 1995, Under Armour® is the originator of performance apparel. The company is the official supplier of performance apparel to Major League Baseball, the National Hockey League, USA Baseball and the US Ski Team. Under Armour's gear is worn by 30 NFL teams and all but nine of the 117 Division-IA college football programs. The company has achieved average growth of 300 percent per year since its inception and is on pace to surpass $60 million in sales in 2002. Headquartered in Baltimore, MD, Under Armour® employs more than 100 people. Please view our extensive collection of Under Armour clothing |
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