In an age when marketers are trying to become their consumers’ BFFs, Under Armour’s new ad campaign,Rule Yourself, has turned me off. In trying to appeal to Millennials, its most recent campaign takes a risk, adopting a forceful, parental tone that comes across as lecturing. I, for one, am not enamored. The new campaign, Rule […]
Chelsea Andre
I’m a Millennial, please stop trying to market to me
For a big consumer-facing brand, choosing the right social media platform to market to Millennials can be quite the uphill battle. Millennials are the generation that avoids direct marketing and are savvy enough to know when marketers are trying to bombard them with advertisements and promotional gimmicks. And, speaking as one myself, nothing turns us […]
A Millennial’s Reaction to Under Armour’s New Campaign
In an age when marketers are trying to become their consumers’ BFFs, Under Armour’s new ad campaign, Rule Yourself, has turned me off. In trying to appeal to Millennials, its most recent campaign takes a risk, adopting a forceful, parental tone that comes across as lecturing. I, for one, am not enamored. The new campaign, […]
Under Armour’s success: image, attitude and execution
Under Armour’s success: image, attitude and execution The US athletic apparel and footwear industry is tough, gritty, fierce and competitive, a reflection of many of its consumers. For the past fifteen years or so, the industry has been dominated by Nike and Adidas. However, Under Armour has recently surpassed Adidas to become the second largest […]
