Under Armour surpassed adidas in the basketball market and now sit in second place behind Nike. Thanks to Stephen Curry, the brand has gone from tight undershirts to a household brand. UA signed Curry in October of 2013 and launched his first signature shoe during the All-Star Weekend in January.
Jordan Speith and Misty Copeland have aided the brand in other markets. Speith is a world champion golfer, who won the 2015 Masters and U.S. Open. Copeland is a ballet dancer in the American Ballet Theater. Under Armour’s newest campaign is #RuleYourself with the “You are the sum of all your training” slogan:
With hundreds of their clones training and putting in the work, the ad is quite hypnotizing.