Under Armour's marketing direction what do you think of the end caption, "It’s what you do in the dark, that puts you in the light"?

Under Armour’s marketing direction what do you think of the end caption, “It’s what you do in the dark, that puts you in the light”?

2 min read

Posted on

December 25th, 2022

The advertising and marketing technique of Below Armour appeals to the emotional and rational views of its goal market. Below Armour’s goal market consists of bodily energetic, athletic individuals. The commercial appeals to their feelings since coaching is a sacrifice and calls for an excessive amount of devotion and energy. The movie reassures the corporate’s target market that they’ll attain their aims in the event that they keep centered and apply more durable, even when there isn’t any one to cheer them on. The commercial promotes self-discipline that encourages people to coach at midnight, away from image splendor and festivities (Below Armour ME, 2016). The company additionally incorporates examples of Michael Phelps’ victories and celebrations to display that his self-discipline, sacrifice, and dedication aren’t in useless, however finally repay.
The movie additionally appeals to the shoppers’ purpose by demonstrating the affiliation between effort and achievement. Michael Phelps needed to rise up early, prepare alone, and regulate his diet and mindfulness with a purpose to compete effectively in essential competitions, as seen within the commercial. The advert promotes the notion that the athlete is rarely alone, and that the model is at all times there to ensure their practices are productive and nice. Michael Phelps describes the advert as “loopy,” demonstrating the dedication he makes by way of rigorous coaching to attain top-tier outcomes and win huge occasions (Aashish, 2017). Michael Phelps makes use of the footage to validate Below Armour’s declare that “what you do at midnight is what places you within the gentle.” The business departs from conventional commercials that emphasize gadgets moderately than customers. The agency makes use of the commercial to display that it cares extra concerning the dedication and achievement of sportsmen by manufacturing high-quality merchandise. Below Armor is dedicated to helping its athletes and customers in attaining their coaching aims. It additionally pushes youngsters to proceed coaching with out giving up, as sacrifice is rewarded.