I Can't Believe How Huge Under Armour Has Become as a Brand

"Wobbles the Mind" (wobblesthemind)
10/22/2016 at 21:30 • Filed to: Branding

As I was working today I realized that about 1:10 people I saw were wearing an Under Armour branded hoodie. Never saw any Nike, Addidas, or Reebok gear. Forget what shoes they were wearing because their chests were a billboard. Everyone will talk about the company as a great American success story, but I’d argue that they are set to be as strong in branding as a kind of athletic Apple or what Tesla is commanding in autodom.

Some of you know that branding and market analysis are actually where my automotive enthusiasm comes from rather than performance and engagement. I think about how Brembo has taken over braking completely. Like how Kleenex took over facial tissues and Coke became the designated slang for soda. Recaro has definitely taken over consumer car sports seats but I think the Under Armour brand is strong enough to break into seat inserts on cars. There is just a crazy amount of versatility baked into the branding that I’m seeing the brand tripling its current reach within the next ten years and still rocketing forward.

I’m telling you all, first company to work with Under Armour branding on their synthetic seating material is going to set the tone for the future market.

DISCUSSION (11)

daender > Wobbles the Mind
10/22/2016 at 21:49

I’d place my bets on Dodge being the first by including it on something like a V8 Charger or Ram 1500 aimed at well-funded college-level athletic players.

mazda616 > Wobbles the Mind
10/22/2016 at 21:53

I like Under Armour stuff from a quality and comfort standpoint but there’s no way I am paying what they charge for a damn hoodie.

crowmolly > Wobbles the Mind
10/22/2016 at 22:10

Athlesiure is a hell of a drug

DC3 LS, will be perpetually replacing cars until the end of time > Wobbles the Mind
10/22/2016 at 22:22

I remember laughing at their attempt to make running shoes and cleats in HS. I guess they got the last laugh.

scoob > Wobbles the Mind
10/22/2016 at 22:31

Never forget.

Kinja'd!!!

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Under_Score > Wobbles the Mind
10/22/2016 at 22:46

Under Armour hoodies? For that money, I can buy a North Face hoodie and feel more superior. But they do make great shirts and athletic wear; I’ve had several Under Armour pieces since middle school.

Frenchlicker > Wobbles the Mind
10/22/2016 at 23:00

I’m waiting for yeti seat covers for bro-mobiles. Fox did it, bone collector did it, and duck commander did it. It’s a matter of time.

S65 > scoob
10/23/2016 at 08:48

What, I didn’t actually expect to laugh at that...

The Compromiser > Wobbles the Mind
10/23/2016 at 19:01

I actually read this in my ua Hoodie. And it’s a Star Wars one. There is no hope for me.

RyanFrew > Wobbles the Mind
10/23/2016 at 19:17

I like what they’re doing, but I don’t think they’ll ever be an Apple or Tesla, from a brand equity perspective. The brand just isn’t cohesive enough among its wide spectrum of pricing and quality.

DipodomysDeserti > Wobbles the Mind
10/24/2016 at 09:04

I wore Under Armour sliders when I played baseball. I think it’s hilarious when I see people wearing the hoodies as I still associate them with making men’s spanks. Also, the undershirts smell like death when they get really sweaty. They did keep me from tearing my ass off though. I feel like the brand mostly appeals to the same crowd that thinks Ed Hardy is formal wear.