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SBD/September 3, 2014/Marketing and Sponsorship
UGG Featuring Tom Brady In Three New Spots As Part Of Brand's First Global Campaign
Published September 3, 2014
THE BRADY BUNCH: In Baltimore, Lorraine Mirabella notes two days after Nike outbid it for Thunder F Kevin Durant, Under Armour signed Brazilian supermodel Gisele Bundchen "to represent the brand.” The signing of Bundchen, who is married to a fellow Under Armour endorser in Brady, “reflects the growing importance of the Baltimore sports apparel maker’s sales to women.” Marketing experts “called it a smart move to expand sales to women seeking both performance and style.” UA, which is “in the midst of its biggest-ever campaign targeting women,” yesterday announced the signing by “posting a 30-second teaser video on YouTube.” She will join UA’s “I Will What I Want” campaign. Experts say that Bundchen “possesses not only international celebrity status but crossover appeal in the worlds of fashion and fitness.” She joins skier Lindsey Vonn, tennis player Sloane Stephens, U.S. women’s national soccer team F Kelley O’Hara and surfer Brianna Cope in the female-focused campaign. Baltimore-based TBC Advertising President Howe Burch said that it is “unclear whether it was coincidental that the Bundchen announcement came so soon after Durant’s decision to stay with Nike, but it could help stoke the competition” (Baltimore SUN, 9/3). Turkel said much as Brady does with Ugg, Bundchen "gives women permission to wear this brand." Turkel: "More importantly, Under Armour saw what Lululemon was doing -- getting $90 for a pair of stretch-nothing made out of Lycra -- so it would make perfect sense. They already have the technology, they already have the distribution chain -- all they have to do is get women to want to come in and buy their products" ("Money with Melissa Francis," Fox Business, 9/2).