“Protect This House,” “Click-Clack” and “Boom, Boom, Tap” have become synonymous with one brand: Under Armour.
The Baltimore-based sports apparel firm, which develops its advertising in-house, plans to build its brand with a 60-second commercial that will debut during the first quarter of Sunday?s Super Bowl. The commercial ignites a yearlong campaign to promote Under Armour?s Performance Training footwear debut in May.
“It?s a big moment for the company,” said Steve Battista, Under Armour?s vice president of brand. “When it?s over, we want people to say, ?I want to see that again.? ”
With 30 seconds of commercial advertising during the Super Bowl costing a reported $2.7 million, Under Armour didn?t hold anything back in the two years of development and production of the spot and campaign. The commercial features 24 athletes from a wide range of sports, including the Ravens? Ray Lewis and champion ice skater and Bel Air native Kimmie Meissner.
“I can?t believe I?m going to be in a Super Bowl commercial, and for Under Armour, one of the best clothing lines there is,” Meissner said. “All the athletes in it are top-notch athletes. It?s neat to be a part of that.”
Marcus Stephens, Under Armour?s senior creative director, said the spot will show Under Armour has grown as a company and a brand, while incorporating the same passionate feel present in all Under Armour advertising.
“I hope it makes the hairs on your neck stand up,” Stephens said.
Under Armour?s Performance Training footwear will be available for preorder on the company?s Web site immediately after the commercial, Battista said. The company will release three types of cross-training shoes for men and two types for women, ranging in price from $80 to $100.
Starting a campaign with a Super Bowl commercial can be risky, but ultimately, the global exposure can be hugely beneficial for a company, said Judy Harris, an assistant professor of marketing at Towson University.
“Super Bowl ads are events,” Harris said. “If it?s an ad that has impact, people want to talk about it.”
Booming business
Under Armour reported fourth-quarter and 2007 earnings Thursday:
» Fourth-quarter revenue: Up 29 percent to $174.8 million
» Fourth-quarter net income: Up 42 percent to $16.9 million
» 2007 revenue: Up 41 percent to $606.6 million
» 2007 net income: Up 35 percent to $52.6 million
Staff Writer Sean Welsh contributed to this article.
