Dive Brief:
- Under Armour is launching its new Curry 3 shoe via a marketing blitz placing Snapchat and YouTube front and center for content distribution, according to a company press release.
- While the “Make That Old” campaign will include digital and traditional channels, it places high value on fresh digital content such as Snapchat videos.
- The campaign showcases the latest addition to Stephen Curry's signature footwear brand as well as how the basketball player is eager to write his next chapter.
Dive Insight:
The campaign was created by Droga5, the brand's first agency of record, with a main spot shot by director Harmony Korine, and is interesting in that the brand decided to roll the effort out via video on its website as well as on YouTube and Snapchat rather than initially launching the spot on linear TV. Under Armour is also pushing its app, where the shoes can be purchased.
New basketball shoe releases are a major investment for brands like Under Armour and Nike, so they're important to pull off right. Clearly both Under Armour and Droga5 saw Snapchat and YouTube as the most effective way to reach consumers willing to pay $140 for sports star-endorsed shoes at campaign launch and for ongoing promotion.
“Make That Old” is the latest sign that brands looking to market to younger demographics increasingly turn to social media rather than more traditional channels like linear TV as studies have found Gen Z and millennials are cutting back on TV viewing while happily watching video content on mobile social apps and platforms.