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Is Your House Protected? How Under Armour Safeguards Its Brand


In our third installment to unearth more learnings from the Adobe Scene7 Customer Experience Live Event, we turn our attention to Under Armour, a global manufacturer of athletic footwear, apparel and accessories.

For me, one of the takeaways from the Under Armour story is the importance of brand integrity, and how to protect it.

In just 14 years, Under Armour has become a credible player in the performance apparel and footwear business, challenging the most venerable names in the industry. Built on the back of innovative products and an aspirational brand story, Under Armour knows the value of a brand that incites passion and the importance of protecting that brand experience. As Under Armour racks up growth year after year, it continues to expand its sales channels. It has a growing direct-to-consumer business that it operates through its website and various retail outlets throughout the world. It also continues to sign up more retailers that resell its merchandise. As its sales channels expand, how does Under Armour safeguard its brand integrity to ensure consistency across all channels, throughout the world?

Under Armour has addressed this tricky area of brand management by using a solution that supports its retail partners in how they market and merchandise the company's products. It invests the time and resources to create great assets that tell the Under Armour story, then serves those assets from a single repository to all its retail partners. Whether they're video vignettes about an inspiring athlete, or a 3D rendering of a baseball cleat, these creative assets give shape to the brand and underlie Under Armour's winning merchandising story. And merchandising is a big deal for this company. Because it sells differentiated, high-performance athletic gear, many of its products are technical, so it needs to syndicate to its retail partners those smart merchandising assets that really sell the product story.

Serving creative assets from a single repository means no muddling or misuse of key assets, and also puts the marketing team on the same page with each other and the company's partners. That's especially important for a company like Under Armour that employs a deep matrix of marketers spanning retail, corporate marketing, ecommerce, and so forth. There are assigned owners for each type of content, and housing creative assets in a single-repository imposes order and reduces chaos, as what lives in the repository is the final word on what is official and sanctioned.

Brand equity takes years and decades to build, so protecting that investment should be a top priority of every brand-driven business. I encourage you to view an exclusive Adobe Scene7 webcast to get an inside look into a world-class company that deftly maintains control of its brand in the face of accelerated growth from all sides. I think you will come away enlightened. I did.

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  • ShopTalk is a blog featuring "Quick Tips", trends and more written by experts from the Adobe Scene7 team who live and breathe web, rich media and customer experience. This interactive forum offers insights and best practices on the latest trends we are seeing in the marketplace to help improve your customer experience, ultimately driving conversions and revenues.
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