Athletics marketing is as competitive as the consumers using the products. As a result, companies need to find new ways to rebrand and reinvent themselves to consumers. Nike, Adidas, and Under Armour are three of the biggest companies in the industry, and each has come up with new campaigns appealing to consumers.
What’s their marketing and PR of late look like?
Nike is one of the largest companies in the world and one of the most recognized brands. Their latest campaign “Find Your Fast” utilizes big celebrity names in the sports industry encouraging consumers to get faster and beat their personal best.
Here’s a quote from Nike outlining the pilot commercial for their campaign:
“Neal Brennan, co-creator of the Chappelle Show, collaborated with Nike on the direction of the campaign’s anthem piece, “Find Your Fast.” Quick highlights include a fast cameo from one of the world’s fastest men, Michael Johnson; the world’s fastest woman, Shelly-Ann Fraser-Pryce; the world’s fastest commercial starring Kobe Bryant and world famous magician David Blaine; the fastest of the Looney Tunes characters -Road Runner and a nod to one of Nike’s speediest running shoes, the Nike Air Zoom Elite 8.”
Adidas, like Nike, is a huge sports company with international name recognition. Their latest PR brand campaign is called “Sports 15” and uses the most aggressive language since 2011’s “All in or Nothing” campaign.
The campaign started with a 60-second commercial called “Take It” featuring endorsers Lionel Messi, Derrick Rose of the Chicago Bulls, and DeMarco Murray of the Dallas Cowboys in the video. The message: every moment counts and to live for future successes.
Simon Atkins, Addidas’ Vice President of brand activation said to Ad Week:
“As a brand that has a legacy with sports more than anybody historically, and across all sports, it’s something that we see. It’s something we wanted to start communicating to our audience,” Atkins said. The best athletes have the “ability to use all of their experiences—good, bad or indifferent—to empower them for the future,” he added. That insight was something Adidas wanted to inject into its “brand narrative.
On the PR side, Adidas has worked with MDC Partners owned 72 & Sunny, Hill & Knowlton, and boutique agency Warschawski Public Relations.
A new star in athletics PR, Under Armour, edged out Adidas in 2014 as the #2 company in the athletic market, falling only behind Nike. To capitalize on their success, in 2015 they launched the “Rule Yourself” PR campaign with NFL superstar Tom Brady and others to highlight the successes of training.
“The concept of the ‘Rule Yourself’ campaign is simple — you are the sum of all of your training. It’s the only way to get better, and it’s the common thread that unites each of our all-star athletes around the globe,” said Adam Peake, Executive Vice President, Global Marketing, Under Armour.
“Under Armour provides the gear, equipment and digital tools the athlete needs to push through a tough workout. But we also want to give them that extra inspiration to improve every day, to keep building their inner army and to stay focused on success even when the going gets tough.” Edelman & Catalyst are the agencies who work with Under Armour.