@jordanrogers2626
TikTok · Talking Head Edit
@jordanrogers2626 The downfall of Under Armour came in waves: a political misstep by their CEO, big acquisitions that didn’t work out and the failure to figure out Footwear vs. Sportswear #underarmour #marketing #sportsmarketing
Performance
Video #16557 · Talking Head Edit
[01]
The creator presents a case study on the downfall of the Under Armour brand, first highlighting its early successes in performance apparel and athlete endorsements. He then breaks down the key reasons for its decline, including a political misstep by the CEO that alienated endorsers, a failure to expand into footwear and fashion, and a series of costly, unsuccessful acquisitions and sponsorship deals.
[02]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 35%
The downfall of Under Armour 📉
Verbal hook · 25%
The rise and fall of Under Armour is a fascinating case study.
Visual hook · 40%
A stylized graphic of the Under Armour logo surrounded by athletes, followed by a shot of the speaker in a well-lit room with a prominent, glowing Nike logo in the background, creating immediate visual irony.
[06]
Steal this for your own video
Open on visually juxtaposed against , then cut to a speaker in a clean setting with prominently glowing or displayed behind them.
[07]
The promise the opener makes, and how the video pays it back
Hook
Announces a 'fascinating case study' into the rise and fall of a well-known subject, creating immediate intrigue about the reasons for failure.
Payoff
Transitions from analysis to community discussion by posing a direct question to the audience, inviting their theories and encouraging them to share the content with others who have a connection to the subject.
[08]
The structural pattern this video runs on
Framework
The Case Study Post-Mortem
Deconstructing the failure of a once-successful entity by first establishing its peak success and then systematically breaking down the key errors that led to its decline, culminating in an open-ended question to the audience.
The Glory Days
To build credibility and establish high stakes by showcasing the subject's previous peak achievements and successes, creating a strong contrast for the subsequent downfall.
The Inciting Incident
To pinpoint the specific public event or controversial decision that marked the beginning of the decline, creating a clear narrative turning point and introducing the first major conflict.
The Foundational Weakness
To analyze a core, systemic flaw in the subject's business model or product strategy that made them vulnerable to competitors and market shifts.
The Cascade of Bad Bets
To list a series of subsequent poor financial decisions, costly acquisitions, or failed partnerships that accelerated the downfall and demonstrated a pattern of flawed judgment.
The Final Diagnosis
To synthesize all preceding points into a concise, overarching conclusion that explains the root causes of the failure.
The downfall of Under Armour came in waves: a political misstep by their CEO, big acquisitions that didn’t work out and the failure to figure out Footwear vs. Sportswear #underarmour #marketing #sportsmarketing
title · beginning
The downfall of Under Armour 📉
informational · middle
Under Armour Has Five MVP Athletes In Major American Sports
informational · middle
KEVIN PLANK'S TRUMP PRAISE LEADS TO A DOWNGRADE FOR UNDER ARMOUR STOCK
informational · middle
Donald Trump is an "asset" to our country
informational · middle
I agree with that... if you remove 'et' from 'asset.'
informational · middle
The Rock Doesn't Stand for Under Armour C.E.O. Kevin Plank's Pro-Trump Remarks
informational · middle
Under Armour's Next Footwear Innovation Will Come From its New West Coast Home
informational · middle
Designer Tim Coppens presented the contemporary line at New York Fashion Week.
informational · middle
Exclusive: A$AP Rocky Tells the Story Behind His New Under Armour Sneaker
informational · middle
Under Armour appoints John Varvatos as chief design officer
informational · end
bought MapMyFitness for $150 million in November 2013
informational · end
Under Armour Sells MapMyFitness Back to Founders
informational · end
Under Armour Signs $280 Million Deal with UCLA
informational · end
Under Armour to pay UCLA $67.5M in settlement
informational · end
MLB uniforms deal: Nike to supply gear not Under Armour
branding · end
PROTECT THIS HOUSE. I WILL.
The rise and fall of Under Armour is a fascinating case study. Let's examine what led to their downfall. But first, let's look at a few of the things they did great. They won with kids. They focused on the middle of the country, not LA and New York, and they won an apparel based sport. They also had some of the best sports marketing signings we have ever best. Steph Curry, Cam Newton, Jordan Spieth, and others. But in 2016, their CEO, Kevin Plank, endorsed president Trump saying he would be an asset to this country because he was business minded. And regardless of where you fall in the political spectrum, if your biggest endorsers like Steph Curry and The Rock publicly come out in a statement and have a disagreement with you in the public eye, things are not gonna go well for your brand. Second is while they nailed performance apparel, they never figured out how to get footwear and sportswear. Footwear is the foundation of Nike and Adidas' business, and sportswear is something that they do really well, meaning the products that you wear off the field that are really more cool and fashion oriented. They put a footwear headquarters in Portland, Oregon in Nike's backyard, and they still have never been able to figure out even by pulling a lot of that talent. They also started the Yes, UA sportswear several years ago and never were able to penetrate the fashion market despite doing collaborations with people like ASAP Rocky. Most recently, they appointed John Varvatos as the head of that sportswear division, and I don't know what kid in today's cool culture is looking at John Varvatos as their fashion icon, but maybe I'm missing something. Lastly, they made a couple of really costly and faulty acquisitions both on the sports marketing front and tech. They acquired about a half $1,000,000,000 worse of Map My Run and Map My Fitness companies and never really figured out the digital tech initiative that they were trying to capitalize upon. They also signed, UCLA, the highest college contract to date at a quarter billion dollars and had to pull out of that in 2020 in the pandemic. They also signed a big deal with the MLB and had to pull out of that contract as well. So when you fracture relationships with your brand ambassador, you fracture relationships with large colleges and leagues, things are gonna go awry. I hope that Under Armour is able to get it back. The sportswear landscape is better when there's lots of competition. But as we're seeing, there are a lot of small fish coming into this pond, chewing up market share from a lot of different direction. What do you think has led to their downfall? Let me know in the comments and send this to somebody who used to love protecting this house.