Under Armour Vs. Timberland: Twitter Page Comparison

By: Jason Sappal

When it comes to Twitter, Under Armour and Timberland do a decent job in regards to creating a page meant for efficient microblogging. The brand that stands out on this platform is Under Armour for their incorporation of informative content, mentions of famous figures to associate with their products, hashtags that develop trends, and appealing visuals. Both Timberland and Under Armour do not post on Twitter as often as they should. The brands, at most, post on their pages only two or three times, while not posting at all on some days. The bio for Timberland states that the company positions itself as a brand that promotes consumers to be adventurous and outgoing, with their products are simply there for apparel reasons. Overall, both brands do a good job applying the 50/50 rule, but Under Armour has proven to show a more artistic and engaging presence on Twitter.

Under Armour Twitter page stats:

·      Recently posted (on February 15, 2017), Under Armour tweets a post stating “Strength without weight. The new UA Threadborne Slingflex is out now. #IWILL” to promote a new shoe, stressing on the light weighted aspect of the product. The tweet pictures the product along with Emmanuel Mudiay, a professional basketball athlete showing his aggressiveness to emphasize the ‘Strength’ factor of the ad. (Tweet received 29 replies, 27 retweets, and 141 likes.)

·      

(Emmanuel Mudiay featured in the Under Armour shoot with brand labeled basketball and new Threadborne Slingflex)

·      Under Armour tweets (on February 4, 2017) a post that features the popular Hip-hop group, Migos, distributing a box of exclusive Under Armour football cleats to NFL Athlete, Julio Jones. The post reads, “It’s only right that @Migos hooked up @juliojones_11 the #Culture way. @1YoungTakeoff @OffsetYRN @QuavoStuntin #IWILL” and incorporates the brand’s #IWILL campaign along with the group’s new Culture album. I believe this tweet was successful because Under Armour was able to reach out to a new market of Hip-hop fans. (Tweet received 6 replies, 765 retweets, and 1000 likes.)

Timberland Twitter page stats:

·      A tweet that advertises a new line of boots stating, “Six stripes meets four rows of stitching. The Grungy Gentleman x Timberland Collection drops 2/17. #LimitedRelease” (Posted on February 15, 2017). (Tweet received 2 replies, 20 retweets, and 64 likes.)

·      

(Images of 3 The Grungy Gentleman Line boots)

·      A tweet stressing another Limited Release states, “Nature, taken to the extreme with our #LimitedRelease Fire + Water Collection. Available now for a limited time.” (Posted on February 8, 2017). An 18 second video is attached to the tweet, commercializing individuals wearing Timberland boots in urban settings. The #LimitedRelease hashtag gives notice to Twitter community, and a link to the brand’s website is posted in the tweet for consumers to have a convenient way to purchase the products via Twitter. (Tweet received 1 reply, 15 retweets, and 49 likes.)