Under Armour yesterday introduced its new Spine Shoe and President, Chair & CEO Kevin Plank said, "This will be our biggest marketing push ever," according to Monte Burke of FORBES. Plank "expects to spend somewhere north of" $10M marketing the new shoes. The line of shoes "will initially hit the running category," but Plank says that baseball, basketball and football shoes "are not far behind" (FORBES.com, 6/20). MARKETING DAILY's Karl Greenberg noted UA's Spine Shoe campaign, titled "This is How We Run," was created by Crispin Porter + Bogusky and will debut July 9. The campaign will include "TV, print, digital, social media and in-store." A 30-second TV spot stars Patriots QB Tom Brady, Bobcats G Kemba Walker and Panthers QB Cam Newton while a 60-second spot features U.S. Olympic skier Lindsey Vonn and Falcons WR Julio Jones. UA Senior VP/Footwear Gene McCarthy said, "Everyone we compete with is a footwear brand that then got into apparel. We are the opposite and we think that's a benefit" (MEDIAPOST.com, 6/20). In Baltimore, Erik Siemers noted the introduction of the UA Spine RPM footwear collection shows the company "is taking a new crack at the running business, a footwear category in which it has yet to leave much of a measurable impression." Although UA "is achieving solid year-over-year gains, it's still nowhere near the top of the pack in running." The UA Spine RPM footwear will "be available at retail stores starting on June 29 priced at $99.99 for men's and women's models and $79.99 for youth" (BIZJOURNALS.com, 6/20).
LONDON CALLING: UA does not have an Olympic presence while adidas and Nike are marketing heavily around the London Games, and Plank said, “You got to be careful when you get caught up in the game of ‘Keeping up with the Jones.’ We know who we are, we’re very confident in who we are and we’re a grower. ... We see ourselves being a global brand with the positioning we’ve done as a company.” Plank noted U.S. Gold Medal-winning swimmer Michael Phelps and other “major stars” are UA endorsers. Plank: “A lot of energy and excitement coming from Under Armour around London leading up the Games” (“Closing Bell,” CNBC, 6/20).
SHOWING THEIR PRIDE: TERRAPINTRAIL.com's Josh Vitale noted after the Univ. of Maryland football team's "Pride" uniforms "caused a stir across college football last season, it looks as though the Terrapins men's (and likely women's) basketball teams will unveil 'Pride' uniforms of their own this season." While some mock-ups have been distributed, the men's basketball team yesterday released a statement that read in part, "Designs being circulated today on the internet are only draft renderings. Maryland Athletics and Under Armour will make sure our fans know when we launch Pride for Maryland Basketball" (TERRAPINTRAIL.com, 6/20).
STAY COOL: In Baltimore, Jeff Barker notes the Univ. of Maryland's Byrd Stadium field will feature a "FieldTurf Revolution surface." The FieldTurf will "work with a heat-reducing technology called 'CoolPlay.'" The school said that the technology, "together with silica sand and cryogenic rubber, will keep the temperature down." UA is a branding consultant on the project (Baltimore SUN, 6/21).
