One sells spells. The other sells sweat. And yet, bothHarry Potter and Under Armour have built two of the most resonant, recognizable franchises of the 21st century.
What they share is a marketing model rooted not in superficial messaging, but in deeply embedded storytelling. These brands invite audiences not just to consume, but to participate, to identify, and to belong.
From Diagon Alley to gym lockers, let’s explore how these two seemingly unrelated franchises mastered the art of long-term brand resonance—and what marketers can learn from them.
Harry Potter: Expanding the Magic Without Losing the Mystery
From Page to Planet
Harry Potter started as a literary phenomenon. But it quickly became something more: a universe. Through films, fan clubs, theme parks, mobile games, and now an animated reboot, the Wizarding World became a self-reinforcing ecosystem.
The marketing never said “buy more.” It said “belong more.” Sorting hat quizzes, fan-designed wands, Hogwarts Express experiences in Scotland—all of it deepened connection, not just commerce.
Canon as a Guiding Principle
Where many franchises collapse under sequel fatigue,Harry Potter stays strong by remaining true to canon. Fans know that nothing is arbitrary. Every new character, artifact, or location builds upon established lore, ensuring the world always feels coherent.
Digital Wizardry
From AR filters on Instagram to viral TikTok duels, the brand brings magic to where fans already are. Crucially, it never forgets the power of physical experience either—brick-and-mortar stores, immersive exhibitions, and collectible items turn online engagement into lifelong memory.
Lessons Learned
- Keep the world internally consistent. Don’t rewrite rules to suit campaigns.
- Use physical touchpoints to create ritual. Magic becomes muscle memory.
- Digital engagement should deepen—not distract from—the narrative.
Under Armour: Building Identity Through Grit
More Than Muscle
Under Armour didn’t arrive as a lifestyle brand. It began with grit—sweat-stained compression shirts and locker-room credibility. But its marketing evolved to tell bigger stories.
Campaigns like “I Will What I Want” and “Rule Yourself” positioned athletes not just as performers, but as people overcoming doubt, pressure, and adversity.
From ballerinas like Misty Copeland to footballers in Brazil, UA elevated stories that felt raw, inclusive, and deeply human.
Apps and Community Building
Their digital ecosystem (MapMyRun, MyFitnessPal) allows customers to track, share, and challenge themselves alongside others. These aren’t just apps—they’re modern-day gym lockers, filled with personal bests, wins, and failures.
The result? Under Armour isn’t just worn. It’s lived.
Inclusive Without Being Performative
Campaigns celebrate athletes of all sizes, abilities, and backgrounds. Not to check a box, but to reflect the audience honestly. Real inclusion, not image management.
Lessons Learned
- Tell the story behind the stats. Human narratives beat product specs every time.
- Turn tools into touchpoints. Apps and wearables can drive deeper loyalty.
- Representation must feel earned, not engineered.
Shared Threads: Participation Over Promotion
At their best, both franchises practice marketing as invitation, not imposition.
Whether casting spells or casting votes on fitness challenges, the user is always central to the story. Marketing doesn’t just point at the product—it envelops the consumer in a world.
They’re not just selling; they’re staging identity.
Franchise marketing at its finest isn’t about reach—it’s about resonance. It’s about the magic you feel when you hold a wand for the first time or break a personal record in your Under Armour shoes.
It’s not the campaign. It’s the community.
It’s not the launch. It’s the lore.
It’s not the product. It’s the person becoming something more.
Whether your audience lives in Hogwarts or in a home gym, the lesson is the same: tell a story they can step into—and never want to leave.