Content Marketing Showdown: Under Armour vs. Nike. In the years since the 1988 debut of the very first “Just Do It” ad, the Nike brand, with the help of Portland-based ad agency Wieden+Kennedy, has made itself part of the very fabric of America.
The brand is an integral part of both hip-hop and athletic culture, and its slogans (“Bo knows,” “Find your greatness,”) and characters (Mars Blackmon, Lil’ Penny) are easily identifiable to millions of consumers around the world. Unsurprisingly, this extraordinary brand awareness has helped Nike capture a stranglehold on the U.S. sports apparel market.
In recent years, though, a new challenger to the throne has emerged. With a gritty, honest worldview and an eye on the rapidly growing women’s market, Under Armour recently shot past Adidas to become the No. 2 player in the U.S. sportswear market. But for all of the strides the 19-year-old, Baltimore-based underdog has made, does it have what it takes to topple the sportswear industry’s defending champion? Innovation The result? Content Strategy for Everything. Content Marketing Must-Haves. World Economic Forum on Twitter: "How can we foster the ongoing innovation of online content? Our new report #wef15 #futureweb. CONTEST: Win a Copy of Natalie Maines' New CD 'Mother' LUNNO - Lay Me Down (Half Life 2 Video) (Some Spoilers) Free! Kaos LUNNO - Tresor Trove dsgnd by.
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