The American Dream
The American Dream
Intro Video; Voice of the Brand
GRANDMOTHERS BASEMENT
It all started in grandmothers basement with a t-shirt that grew into a 5 billion dollar sports performance company with a mission To Make All Athletes Better Through Passion, Design, and the Relentless Pursuit of Innovation. Find out how to be "Thoughtful with your Brand" using entrepreneurial techniques that helped Bryan and his team grow the UA Outdoor business from an idea into a $400 million dollar division.
PILLARS OF GREATNESS
Make Great Product. Tell A Great Story. Provide Great Service. Build A Great Team.
Protect YOUR House
Protect YOUR House
INNOVATION- PRODUCT, STORY, MINDSET
Breed a Culture of Innovation. To be a powerhouse brand, it is about staying ahead of the competition and always innovating. A true problem solver for your consumer by listening and then leading. An innovative mindset is a necessity if you plan to be a leader willing to break the mold, new ways of attacking markets, budgets, and/or development of your team.
THE POWER & BUILDING OF A BRAND
The power of Sport and Athlete stable of Champions. Ambassadors that represent the brand and tell the story.. like the underdog. When your brand can span multiple categories, genders, languages, and generations to excite each- that's powerful. Timing- with a Powerful Brand, never question that you can't be in a certain business, but the most important decision is the "when". Embarking on new business categories, there were some that our biggest competitors see the opportunity or chose not to be in, we saw an advantage that also gave Differentiation and Brand Grit.
Video: Willie Robertson
Authenticity
Authenticity,
AUTHENTICITY,
Authenticity…
CONSUMER AT THE TABLE
As a Brand- always start with, does every objective ladder up to your Mission.. Ours was to Make Athletes Better. Answering the question: Does every Objective, activity, and decision made revolve around the consumer needs? When we 1st started UA, we were the consumer/athlete, then we made an initiative to surround ourselves with passionate consumers on the team, and ultimately created a consumer insights division. When consistently problem solving and speaking to consumers in a language they understand and relate, and ultimately emotionally connecting with them, we win. Creating a Sub-Brand: Ridge Reaper- premium & innovative brand positioning, product, & messaging.
Video: Ridge Reaper TV Show Teaser
PASSION, HEARTSTRINGS, & WILL
We are Patriots. In early 2000's we took calls from Special Forces troops that were wearing our gear in the worse climates and conditions- they were the Ultimate Athlete and we were honored to be on their backs. In 2004, we launched UA Freedom as a corporate giveback initiative to support our Nations Heroes with support and product line for all Americans to show their Pride. A total Brand commitment that the employees and communities loved with UA Freedom Day on UA Campuses, NCAA Athletic sporting Events Nationwide. In 2006, I met longtime friend Marcus Luttrell as we were on his and his teammates backs in Operation Red Wing, the brand was integrated in the Lone Survivor Movie, and with the perfect brand fit, we told the story of WILL.
Video: Marcus Luttrell Will of Warrior
HANDSHAKES & TIMING
Never under estimate any connection or relationship-- you never know when you could run into them again and what the opportunities could be. Whether it's handshake deals with Willie Robertson to support a pitch to A&E Network that developed household names and the most watched non-fiction cable series in history, Duck Dynasty, or with Dwayne Johnson in 2000, where 16 Years later would be the face of UA Freedom and the #1 Entertainer in World.
The Whiteboard
The Whiteboard
CULTURE & SPIRIT OF YOUR BRAND
When we 1st started the brand, we would huddle around the whiteboard. A lot of our Vision, Culture, Ethos, and Brand Themes came from here. Each had a story and purpose to define moments in time, character of the brand, and a rallying cry for the team. WILL. HUMBLE & HUNGRY. DICTATE THE TEMPO. NO LOSER TALK. WALK WITH A PURPOSE. FIND A WAY. TRUST MORE, LOVE MORE.
MINDSET- PLAYING WITH A CHIP ON YOUR SHOULDER
We are a brand of sport.. and call our employees TEAMMATES. We also saw each as brothers and sisters fighting hand in hand for a common purpose- supporting our family of teammates to the left & right. I will never forget the time we sat at the whiteboard and it said big and bold, "Take Out Under Armour".. a quote that our biggest competitor's CEO had declared to his Executive Team. It instilled a passion to fight every day and never forget someone is trying to turn your lights off- whether you're a $100K or $5B business.
DON'T BE THAT GUY
As a Brand that bleeds Innovation in all we do, we always said there were 2 things that would get you fired at Under Armour. #1. Saying, "that's the way we've always done it" and #2. Going on National TV and not thinking before you speak.
Video: Armour Day