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his summer, US-based performance apparel and
footwear brand Under Armour debuted its largest
footwear advertising campaign to date. In terms of
sales, footwear has not been the brand’s shining beacon.
Last year, footwear sales declined 7% to $127.2 million –
but in May this year, CEO Kevin Plank promised
shareholders to “win in footwear”, with the aim of one day
making footwear a greater economic engine for the
company than its signature apparel lines. At the end of
2010, research organisation SportsOneSource calculated
that Nike and its affiliated brands had a 95% share of the
US basketball shoe market. With the release of its Micro G
basketball shoe line, however, Under Armour set its sights
firmly at the top, with vice president for footwear, Gene
McCarthy, saying: “None of us want to be anything but
number one. Why enter a category to be number 9? Who
does that?”
It would seem that the brand’s efforts in footwear are
already starting to pay off. During the second quarter of this
year, revenue for footwear increased 31% to $46.9 million,
and with the launch of its new advertising campaign, Under
Armour is keenly lodging itself alongside its rivals as a major
player in footwear.
The new campaign, entitled ‘Footsteps’, showcases the
brand’s new Split and Charge RC models. It features shots
of athletic champions including Tom Brady, Cam Newton
and Georges St-Pierre pushing their training limits while, of
course, wearing the company’s apparel and new shoes.
“The campaign marks an unprecedented step forward for
Under Armour footwear, bringing together the highest
calibre of talent on both sides of the camera to tell the story
of our performance footwear,” said Steve Battista, SVP,
Brand, Under Armour. “We’ve captured athletes in their
authentic training environment, showcasing Under
Armour’s commitment to performance and innovation in a
voice that is unique to the brand.”
The running shoes use Under Armour’s patented
lightweight foam for cushioning and stability, and its
HeatGear sweat-wicking material on the upper shoe – the
company’s first use of Under Armour apparel technology in
its footwear.
“This is our biggest footwear campaign, and when you
see it you know immediately that it is Under Armour,”
said Steve Battista. “It’s a metaphor for athletes tackling
their goal.”
According to SportsOneSource, a total of $22 billion in
athletic footwear was sold in 2010, with Nike cornering a
36.4% share. Reebok has a 5.8% share, while Under
Armour had just 1.1%. But Under Armour plans to spend $15
million to $20 million on its Footsteps campaign, which
could see its shares in the athletic footwear market
changing significantly.
FASHION & CONSUMER DEMAND
WF
With Under Armour launching its biggest ever footwear advertising campaign and
more and more brands reporting increases in footwear sales, we consider why so
many companies are putting footwear first.
Brands put footwear first
Under Armour launch the Charge RC running
shoe later this year. It will be available in limited
quantities from the beginning of October.
CREDIT: UNDER ARMOUR