Under Armour – Stretch To Your Limits Campaign:

Marketing Campaign for Dedicated Athletes

By: Jason Sappal

Ø  I am creating this campaign ad for Under Armour.

Ø  ‘Stretch To Your Limits’ Campaign: the idea is a marketing campaign presented around the idea of stretching yourself to the limits of your capabilities. This is relatable to the brand’s positioning on providing sporty apparel to athletes.

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Ø  The campaign will attract consumers through the hashtag #StretchToYourLimits, pictures and videos representing intensive physical training and hard work. The idea of this campaign is to push the youth towards an active lifestyle, pushing them to take their game to the next level.

Ø  My audience is athletes, both professional and aspiring, looking to competitively outreach themselves, when it comes to their strengths, efforts, and potential in their respective sport.

Ø  My goals for this marketing campaign are to influence consumers to out-do their performance capabilities by training hard, eating healthy, and sleeping well.

Ø  I plan on launching this campaign at the beginning of the spring season. This is to incentivize customers to pursue an active living both indoors, and outdoors.

Ø  I plan on releasing this campaign on Twitter and Instagram, to efficiently reach my target audience in a responsive and optical manner. I have selected Twitter because it shall allow users to share their personal stories on how they stretched themselves to their limits. I have selected Instagram for users to display their lifestyle changes as a result of the campaign, in the form of visual content. Additionally, the hashtag #StretchToYourLimits will act as a way for audience members to explore content related to the subject on both social networks.

Ø  This campaign will attract my audience through hashtags where users are able to relate to others, regarding their journeys towards stretching to their limits. The concept of the campaign is to promote fitness and physical well being, by integrating athletes such as Hussein Bolt to sponsor the ad, and help promote it across the world.