1 W4 Under Armour Positioning Assignment Usain Bolt Tejiri Jessa College of Business, Westcliff University MKT 700 Marketing Strategy & Consumer Behavior Professor Seyed Ghoraishi February 3, 2024 2 Celebrity Personality: Usain Bolt Usain Bolt is known all over the world as the best sprinter ever. He is also known for being energetic, outgoing, and bold, but he takes his job very seriously. During the show, he talks about how spike technology has changed and how he is the main force behind sports and wants fair play and creativity (Reed, 2021). Product to Market: Under Armour Running Shoes Under Armour's running shoes are a good fit for Bolt's goals of innovation and fairness in sportswear because they are technologically advanced and can improve performance. This product reflects Usain Bolt because Under Armour is focused on coming up with new ideas and giving athletes fair but competitive advantages (Wikipedia, 2024). Personality Branding Strategy To promote Under Armour running shoes, the branding strategy is designed to take advantage of Usain Bolt's individuality and status as a globally recognized athlete. The personality of Bolt is marked by his charm and extrovert manner, coupled with his outstanding performance as an Olympic sprinter. The strategy centers on the relationship between Bolt and the core principles of Under Armour’s philosophy to foster a strong connection with its target consumer base. Target Market People who are just starting in their sport or who are at the top of their game are both in the target market. These people could be runners or just people who like to run for fun. Fans of sports who look up to Bolt and what he has done in track and field are also in the target market. This group of people values growth, speed, and most of all, competition. These ideals are a great 3 fit for Bolt's personality and the benefits of Under Armour running shoes. Usain Bolt's dynamic and highly accomplished persona profoundly affects the demographic. His prestige as the "fastest person on the planet" appeals to people who admire peak performance and are motivated to raise their performance benchmarks in their athletic pursuits. Messaging These ads will show how Usain Bolt's unbeatable speed, unwavering dedication, and attractive personality work well together with Under Armour's focus on performance and technology. Some of the most important messages will be "Run with the Speed of Bolt" and "Innovation Meets Performance." These will fully convey the idea that the product meets Bolt's high standards and performance philosophy. Marketing Mix Product: Focus on the sneaker's specs that help with speed and balance, which are in line with Bolt's performance signals. Price: Make the shoes look like high-end items and justify the high price by citing the better technology and Bolt's support. Place: You can use both online and offline stores, and Bolt will sign limited print concepts that are localized and sold in person. Promotion: Put together a campaign that shows the athletic star in a variety of race conditions to show how the shoes help. Including social media challenges, changing web-based activities, and live extravaganzas where fans can meet Bolt and try on the shoes in real life. 4 Implementation Digital ads, social media, sports events, and in-store giveaways are all part of the campaign's plan to get more people to know about it. Bolt will be very involved. He will share his training tips, personal thoughts, and experiences with the shoes. He will also answer fans' questions and interact with them in person at key retail sites and events. To build strong links between the product and the sports community, it will be linked to athletic events and work with young athletes who are just starting. Evaluation and Adjustment Consistently monitoring sales data, social media interaction, and consumer feedback will be essential in evaluating the efficacy of the strategy. Modifications will be implemented to ensure conformity with current market trends and consumer preferences. Conclusion This method uses Bolt's huge fame and the fact that he and Under Armour share similar views to create a relatable storyline that hooks the target audience and leads to more viewings and sales. By harnessing Bolt's sway and harmonizing it with the brand's principles, this campaign is positioned to substantially affect Under Armour’s market prominence and attract the intended audience. 5 References Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson. Lindstrom, S. (2024). Usain Bolt | Biography, Speed, Height, Medals, & Facts. Encyclopedia Britannica. https://www.britannica.com/biography/Usain-Bolt Reed, B. (2021). ‘Weird and unfair’: Usain Bolt criticises advances in spike technology. The Guardian. https://www.theguardian.com/sport/2021/jul/20/weird-and-unfair-usain-boltcriticises-advances-in-spike-technology Wikipedia contributors. (2024). Under armour. Wikipedia. https://en.wikipedia.org/wiki/Under_Armour
