Dive Brief:
- Under Armour has found a new global brand ambassador in “Heated Rivalry” star François Arnaud. The actor is headlining a new campaign, “For When It’s Hot,” teasing the brand’s HeatGear franchise, according to a Thursday press release.
- Arnaud’s character in the hockey romance series often sports Under Armour gear, and both the character and Arnaud himself are committed to “training, wellness and performance,” Under Armour said in its release.
- The first campaign, launching this week, is timed to what is historically North America’s hottest week of the year. It shows Arnaud working out in Under Armour gear in a garage, drawing the eyes of his neighbors.
Dive Insight:
Under Armour’s marketing arm is turning up the heat this week.
The partnership with Arnaud taps into a show that has become a cultural phenomenon and allows Under Armour to tease products at the core of its training ethos. The campaign highlights products across the HeatGear franchise, including UA Vanish Elite, UA Icon Fleece, UA Sola, and UA Reign XT.
“What drew us to François was more than his obvious talent and looks, it was what he represents,” Chief Communications Officer Matt Dornic said in a statement. “The character he portrays ultimately finds his greatest success when he stops trying to fit someone else’s mold and embraces who he truly is. That’s a lesson that resonates deeply with us. The best athletes perform with confidence, conviction and authenticity, and we believe the strongest brands do too. As Under Armour continues to evolve, we’re focused on being unmistakably ourselves, and François embodies that mindset in everything he does.”
The move comes amid increased marketing investment from Under Armour. The retailer spends roughly $500 million a year on marketing and is investing an additional $30 million this year, the company said in May.
“At Under Armour, we like to say that our currency is product, but our voice is overwhelming storytelling. And I don't feel like we've been living up to that,” CEO Kevin Plank said as part of the brand’s Q4 earnings call. “This isn't just us throwing money at something. We believe that this will actually help us drive more efficiency.”
Under Armour is focusing its marketing on products that already exist — like the HeatGear franchise displayed in Arnaud’s campaign — rather than pushing new items. The retailer has undergone a massive SKU reduction effort in recent years, which was completed in May, and is focused on culling its assortment further.
“We're concentrating investment behind the products, athletes and stories that most clearly communicate our performance credibility and differentiate UA,” Plank said. “We believe the strongest way to elevate Under Armour is not through broader messaging alone, but by amplifying great product with sharper storytelling and more consistent execution at retail.”
