Originally posted on ARCH-USA
Hong Kong’s Wonder Kid shares his resolve and inspires every athlete by showing how overcoming daunting moments is critical to reaching goals.
I’ve been making a number of analysis in regard to the marketing misses by Under Armour. One of my major complaints was that a brand that carries the best boxers in the world has underutilized them in marketing. While boxing is a niche category attention to detail requires that brands capitalize on any area they dominate.
Under Armour is a brand that needs to capitalize as much as possible and as often as possible. Even in a niche area like boxing lies opportunities. I said that Nike would begin marketing again now that they have completed their Consumer Direct setup. I said this a few days ago and no sooner than I clck publish on the post, Nike drops a boxing spot featuring a Chinese boxer named “Wonder Kid” who has won 21 straight fights. It’s a move straight out of the old Nike marketing book that’s been missing for the last two years. Nike saw the most growth, outside of DTC, in China. They are making sure they nail down their promotion in that region.
Check out the clip below. I expect to see more video marketing from the Swoosh as the brand begins to reestablish its core, storytelling.