SBD/February 22, 2012/Marketing and Sponsorship

Under Armour To Debut Ad Featuring Cam Newton During NFL Combine Coverage

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Under Armour tonight will premiere a new commercial featuring Panthers QB Cam Newton on NFL Network during its coverage of the NFL Combine in Indianapolis. The 60-second “Cam's Night Out" depicts what is supposed to be a typical Friday night for the NFL Rookie of the Year. Newton in the ad is promoting UA’s new Highlight Cleats and Baselayer apparel products, which will both be available on April 6. The ad, which was developed and created by UA’s in-house creative team, Tight Shirt Productions, has already garnered over 126,000 views as of press time since being released on YouTube yesterday. “This was just one for the NFL Combine and Draft coming up, and Cam being last year’s number one overall pick, he best relates the Under Armour message to the core target football player who’s watching the Combine and the Draft,” UA Senior VP/Global Brand Marketing Stuart Redsun said. Other promotional efforts will include similar imagery from the campaign at retail locations. There also will be a social media push allowing fans to tell their own story of training, or “night out,” by turning their high school football stadiums into clubs, similar to what Newton does in the commercial. UA will launch #ThisisyourArmour as the hashtag for brand tweets surrounding the combine starting this evening with emphasis on key products such as the UA Highlight Cleat, Under Armour Baselayer and the E39 shirt. The company will also activate around Newton's famous Superman touchdown celebration via a Facebook application. Fans can use the application to send in their imitations of the pose and have the chance to win a trip to the NFL Draft and workout with a UA trainer.
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