Under Armour, the sports apparel company that has taken the world by storm over the past 17 years, has never focused an ad campaign on a single athlete. Their strategy is completely different from what their major competitors- Nike, Adidas and Reebok do everyday. Under Armour has instead decided to tailor their marketing campaigns around multiple athletes. That was the case until they saw what Carolina Panthers QB Cam Newton could do in the NFL.
Newton proved last year that he has the potential to be a once in a lifetime type of QB. He has one of the strongest arms in the league and can make plays with his feet that remind us of Randall Cunningham. Newton threw for 4,051 yds and 21 TD’s and ran for 706 yds and 14 TD’s as a rookie. The perfect combination of talent for Under Armour to build an advertising campaign around.
David Fleming of ESPN was given a backstage pass to the shooting of Under Armour’s first commercial with Newton. Fleming believes that Newton is an advertising star in the making. Check out Fleming’s insightful article on Newton and Under Armour here.