?

? ?? ??? ?? ???, ? ?? ?? ??, ? ?? ??? ???.

??? 2014? Under Armour (Armour) ?? ?? ???? Adidas ? ???? ??? ????

?? 2?, Under Armour (Warmour)? ??? ??? ??? ?? ??? ??, ??? ?? ?? ?????? ??? ??? ??? ??, ??? ???? ??? ??.

Under Armour Underdog ??

?? Under Armour ? ??? ?? ????? ?? ???? ???? Adidas ? ??? ? ???, ??? Nike (Nike) ? ???, ??? ??? ?? ?? ? ??? ?? ??, ???, ?? ??? ??? ?, Undermour? Underdog Sraterdog Sraterdogy (Underdog Sratey) ? ??? ????? ???.

??? ? ??? ??? ??? ????

Source:Adweek -Adrienne Lofton

　　Under Armour 負(fù)責(zé) Global Brand Marketing 的資深副總裁 Adrienne Lofton 在不同場合表示公司將 Under Armour 品牌考慮為一個」Underdog Brand」，所以在代言人的選取上傾向選擇一些不太有機(jī)會在第一次就被選，但每天努力為理想而奮斗的運(yùn)動員，她在一個訪問上說：」We work with athletes who most people wouldn't or didn't draft in the first round, or who they wouldn't traditionally give a prima ballerina title to. We pick that athlete with a chip on their shoulder and their desire to win because it aligns with our own attitude」. 她指的 attitude 就是 Under Armour 的口號 「I Will What I Want」，一種通過自身努力，克服困難，挑戰(zhàn)強(qiáng)者，最終成為冠軍(強(qiáng)者)的體育精神。

??? ???? ?? ?? ?? ??? ????? ?? ??, ?? ???? ???? ?????? ???? ??? ‘I Will What I What I What ’ ??? ?? ?? ??? ??? ??.

'You have the wrong body for ballet'??? ??? ? ??? 13? ???????? ?? ?? ??? ???.

??, ??? ??? ?? ??? ?? ?? ???? ???????? ??? ????.

????? ????? ?? (Gisele) ? ???? ???? ???? ??? ??? ?? ??, ???? ?? ??? ??? ??? ??, ??? ?? ???, ?? Bundchen ? ????.

??? "Just Do it"? ??? ?? "?? ??? ???? ??, ??? ???? ?? ??? ?? ????, ????????????? ??? ??? ?? ??? ??? ???? ?? ?? ?"??? ????.

Under Armour (Armour) ? ?? ???? ?? ???? ???? ??? (?? ??? ??? ???) ? ? ? ??. ??? ??? 「??? 」? ?? ??? ???? ??????.

　　好的產(chǎn)品固然重要(Under Armour 以產(chǎn)品專業(yè)見稱)，但體育用品的營銷早已經(jīng)進(jìn)入情感營銷的時代，Nike 的創(chuàng)舉人 Phil Knight 在他的書「SHOE DOG: A Memoir by the Creator of NIKE」強(qiáng)調(diào)他從來不相信廣告，重視的是運(yùn)動精神與品牌的連結(jié)，歷史上還有位 CEO 曾經(jīng)因?yàn)閳猿謱a(chǎn)品放進(jìn)廣告而被他辭退呢!由早年的 There is no finish line 系列，只聚焦人們跑步的畫面，到 Just Do it 系列的第一個廣告，由高齡的 Walt Stack 在鏡頭面前一邊跑一邊表達(dá)他對跑步的熱愛，都沒有見到半個產(chǎn)品的畫面，Nike 賣的就是運(yùn)動精神與品牌的連結(jié)。

Under Armour ? ? ?? ???? ? ? ???? ???? ???

Conneced Fitness -??? ???? ?? ?? ???? ???

2013??? Under Armour ?? ?? ?? APPP ??? ??? ?? MapMyFitness, ??? Endeo? ???? ??? ????? ?? ?????.

?? ?? ??? ?? ???, ??? ??? ??? ?? ???? ???? ???, ???? ???? ??? APPP (APP) ? ?? ???, APPPPPPP? device (device) ? ?? ???? ??.

? ??? ?? FITTBITBITBIT?? Polar ? ??????? ???, ??? ??? ?131313212121AAPAAPPPPPPPP? ???? ?? ?? ?? ?? FITFITBITBITBIT ?? PIT ?? PolarlarlarrlarrrrrrlarrrlarrrrlarrlarrlarrlarrlaPPPPPITTP? ??? ?, ??? ? ? ? ????????????????????????????????????????????????????????????????????????????????????????????????? ??? ?? ???? ?? ??????? ???? ??? ??? ??? ???? ?? ?????? ????.

??? ? ?? ??? ???? ??? ?? ??? ?? ??? ????.

Under Armour ??? ? ??? Conneced Fitness ???

MapMyFitness – ? 3? 5?? ?? ???? ???? MapMyFitness ??, ??? ?? Texas Austin, ?? 1?? ?? MapMyRun, MapMyRide, MapMyHike, MapMyWalk ? ??? ? ????? ??? ?? ????? ? 100? ? ??? ????.

??? (????) 13, 1010APP ??? ?? ???? ????, ???? ??? ?? ???? ???? ?????? ??.

2007 1010?? ??? ??, ??? ??? ??? ???? ???, 400? ?? ?? ???, ??? ??? ??? ????.

???? ???? APP ? ??? ????? ? ???, ??? ?? MVP ? ???? 10??? ?? (?? ?29.999) ? ????? ? ??. ??? ?? ??, ??? ?? ??, ?? ?? ? ???? ???? ????.

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Endomondo – ??? ????, ??? ? 2?? ?? ???? APP Endoondoo ???? ???? ??.

MapMyFitness (MapMyFitness) ? ????? ??? ???? ??? ??, ?? ?? ???, ??? ??? ??? ???? ???? ??? ????? ? ???, Premium ???? ??? ? ???, ?? ? ?? ???? ??? ? ??.

? ??? ?? ??? 80% ??? ???.

MyFitnesspal – MyFitnesspal? MyFitness? Endomondoo (Endoo) ? ???? ??? ??? ?? ????? ?? ??? ??? ? ??? ??.

?? ? 1? ?? ???? ???? ??? ??? ?? ??? 5?? ?, ?? ???? ??? ??? ???? ??? ????, ??? ????, Under Armour ?? ?? ???? ?? ??? ???.

3?? ?? ?? ???? ???

1??: ?? ????, ??? ??? ??

????: ?? ??? ???? ??? ???? ??? ???? ??? ??? ?? ??? ??? ?, ??????????? ?? ??? ?? ???, ?? ???, ??? ???? ???? ?? ?? ????.

? ??? ???? ?? ? Under Armour (Armour) ? ??? ?? ??? ??? ??? ?? ? ???? ??? ???? ???.

MapMyFitness ??? ??? ??? ???, Endomondoo ???? ??? ????, ?? ???? ??? ??, ??? ?????? Pal (MyFitnesspal) ? ??? ?? ???? ???? 1? 5?? ???? ????? ??? ??? ?? ???, Under Armour (Armour) ? ????.

?? ??? ?? ?? ??? ??? ?? ??? ??. ????? ??? ??? ???? ??? ?? ??.

?? ??? ??? ???? ???? ??? ?? ?? ??? ???? ??? ??.

?? ?? Under Armour ? ? ? ?? ??? ??? ? UA ? ???? ?? ??, UI (UI) ? ???? ??? ?? ?????? ?? ??? 100? ?? ???? ???? ? ??.

Under Armour (Armour) ? ????? ??? ??? ???, ????, ?? ??? ??? APPP? ???? ??? ??? ???? ???? ???.

?????: ??????, ?? ??? ? ??? ???? ??? ? ???? ??? ? ?? ?? ???.

? ??? ?? ??? ?? ???

??? ??? ??? ?? ??? ?? ? ?? ??? ?? ???? Undeer Armour (Armour) ? ?? ??? ??? ???? ??? ??????? ???? ??.

?? ?? ??? ?? ?????, ????? ?? ???? ???, ??? ?? ??? ??? ?? ??. ?? ??? ??? ??? ??? ??.

?? ??? ????? ??? ?? ? ??? ??? ??, ??? ? ??? ???? ??, ?? ??? ?? ??? ?? ????, ?? ?? ???, ??, ?? ?, ?? ??? ??? ??? ?? ??? ?? ??? ??? ? ??.

Under 1013 Armour (Armour) ? ?? ?? APPP UI ? ??? ?? ?? ?? APPPPPPP ??? ???? ???? ?? ??? ?? ???? ?? ??? ???? (APP) ? ???? ???, ?? APPPPPP? ???? ????? ???? ???? ?? UAPPPPPPPP? ??? ???? ??? ??.

Undeer Armrour ? ??? APP 「Record 」? ?? ?? ?? ??? MyFitnesPal? ?? ???? ???? Profile ???? ??? ? ??.

?? ??? ??? ??? ??? ??.

Under Armour APP ? ???? ???? ?? ???? ??????.

???? ??? ? ???? ????? ??? ??? ???? ?? ??? ? ????.

????? MapMyFitness, MapMyRun, MapMyRide, EDomondoo ? ??? APPPPPP? ?? ???? ??? ?? ??? ??? ??? ??.

MapMyFitness (MapMyFitness) ? ??, ??, ??, ??? ? ???? ?? ??? ??? ?? ???? ??? ?? ???? ???? ?? ??? ???? ???? ???, ?? ???? ?? ? ????.

? ?? ??? ????? ?? ??? ???? ?? ??? ???? ??? ?? ??? ????? ?????, ?? ????????? ? ???? ????? ???? ???? ?? ??? ??? ??? ???? ??.

?? ?? ?3? ???? ??? ??? ?? (Data) ? ??? Management Platform ? ??? ???? ?? ??? ??.

??? ? ??? ?? ?? ??? ?? ?? ??? ??? ??? ????.

??? ???? ??? ???? ?????? ?? (?) ? MyFitnessPal (MyFitnessPal) ? ???? ?? ?????. ??, ??, ??, ?, ??? ? ??? ???? ??? ???? ??? ????. ?? ?? ????? ??? ??? ? ??? ?, ??, ?? ? ???? ?????. ??? ???? ??? ?? ??? ??? ? ????.

??? Uccount? UAPPP ?? ? UACcount? UA ? APPPP? ??? ? ?? UAPPPP? ?? ? ?? ? ????. (?? UA ? UAPPPPP? ?? ? ??? UAPPPPPPP?? ??? ? ????.)

2??: ??? ?? ??, ???? ? ?????

??? ?? ??? ??? ?? ???? ??? ?? ????? ?? ??? ?? ??? ??? ???? APP ?? ???? ???? ? ?? 3? APPPPPP? ???? ??? ??? ????? ? Undeer Armour ? ?? ?? ??? APPPPP? ??? ??? ?? ??? ??? ??? ? ?? ??? ??? ? ?? ??? ???? ??? ?????? ????? ??? ???.

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?? APP ? ????? ?? ??? ??, ??? Under Armour ??? ???? ??? ????? ? ??. ??? UAAAPPPPP? ????? ??? ?? ??? ?? ? ??? ? ???? ????.

??? ???? Under Armour ? ?? ??? ???.

?? ?? UA ? ???? APPP? ???? ??? ??? ??? ?? ??? ???? ? ??? ?? ???? ??? ?? ??? ???? UA ? ??? ??? ??? ????. ??? UA ? ?? ??? ??? ?? ??? ???.

?? UA ? ???? (「conneced products 」 ? ?? ??? ??? ????.

UA Band (??? ??): ?? ??? ?? ??? ????, ?? ??? ??, ??, ?? ?? ? ??? ????.

????? ?? 180??.

UA ?? Rate ((???): ??? ?? ?????? ??? ? ?? ??, ????, ???? ??? ?? ??.

????? ?? ?? 80??.

UA Scale ((??? ?? ???): ? ???? ?????? ????? ???? ??? ??? (Conductive Paint (10? Technology) ? ?? ??? ???? ???? ??.

???? ??? ??? Wi -FI ??? ?? ??? ???? ?? UA ? ?? ?? UA (1313) ? ??? (Record) ? ?? APP ? ???? ???? ??? ? ? ??. ??? Excel ?? ???? ???? ?? ?? ????. ?? ?? ???? device (device) 1013% ? ??? ??.

UA SpedForm () Gemini 2 Record Euiped (??? ??) ???? (SpedForm) ???? ?? ?? ????, ??, ??? ???? UA Record (APPPP) ? ?? ????? ??? ??? ? ?? ???? ??? ? ??.

?? ??? ?? ??? 1350? (元) ? ??? ???, ???? ?? ??? ????.

UA Headphones Wirles? UA Headphones Wires ?? Rate (?? ???)? ???? ?? ?? ???? ???? ???? ????, ????? ??? ???? ????? ?? ??.

??? ????? ?? 250?? ?? ???.

?? ??, ??? ??? ????.

?? ???? JBL ? ??? ?? UA ? ????? ??? ???? ?? ??? HTC ? ?? (《 Designed by 》) ? ???? ???? ???.

????? ??? ???? ?? ???? ??? ??? ??. ??? (R & D) ?? ??? ?? ??? ??? ???? ??? ???? ??? ??? ? ??.

??? ???? Under Armour ? HTC ?? HTC ??? ??? ?? HTC (HTC) ? Under Armour (Under Armour) ? ??? ??? ?? ??? ??? ??? ??????? ? ? ??.

??? ?? ??? Fuelband ??? ?????, ??? 1013? ?? ??? ???? ????? ????? ???. ??? ??? ?? ??? ?? ??? ??? Under Armour ? ?? ???? ??.

??, Envision IP LLC ??????? 2015?? ???? Under Armour ? ??? ?? ??? ??? (Mobile) ? ???? (Fitness) ???? ???? Adidas (Nike) ?? ?? ???.

??? ??? ?? ??? ??? ??? ?? ??? ??? ??.

UArmour HelthBox ? ??? (??? ??), UA Scale (??? ?????)? UA ?? 133??? (??)? ??? ???? ?? ?? ??? ??? ? ? ??? ?? ??.

?? ???? ?? 「conneeced products 」 ? ?? ??? ? ???, UA ? ??? ????, Record 」 APPP (APP).

????? ??? ?? ??? ????, ?? ??? ?? ???? ??? ??? ? ??.

????? ???UAPPAPP? ?? ????? ?? ??? ??, UAAAAW131301010???????APPPP? ?? ??? ???, UUUUUUUUUUUAPPPPPAPPPAPPPAPPAPP???? ?? ??UUUUUUUUUUUUUUWWAAAPPPPPPPPPPPPPPPPPPPPPPPPP? ??? ????? UUUUdermour? ?????????AAAAAAAPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPArmooAPP ? ?? ??? Cognive (Coaching System) ??? IBM ? Watson ? ?? ???.

IBM Watson ? IBM ? ??? ?????? ???? ??? ??? ????? ??? ??? ?? ?? ??? ? ??.

?? ??? ?? Watson (Watson) ? ??? ???? ????, ??? ?? ???? ??? ??? ?? ? ??.

IBM ???? ??? ??? Watson ? ???? IBM Power 750 ??? 133? DeepQA ?? ?? ?????? 2, 880? POWER7 ???? ??? 15TB ???? ???? ??? ?? 500GB ???? 1?? 100? ?? ?? ?? ? ??.

(Watson ? ??? ???????

Undeer Armour ? IBM ? ??, UA Record APP ?? ????? ???? ??? (Cognitive Coaching)? ??? ??. ???? ?? (?????)? ?? ???? ??? ???? ??? (?? ?? ?? ??, ??? ?? ?)? ?? ??? ?? ??? ?? ???? ???? ???? ?? ?? ? ??.

??? ????? ?, 10????? ??? ?? 「??? ??, ??, ?? 」 ? ??? ? ????. ??? ?? ? ?? ? ? ???? ? ? ???, ?? 5? ?? ?? 10??? ?? ?? ?? ?????.

??? ???? ???? ?? ???? ????? ?? 8??? 10??? ?? 4??? 7??????.

」

?? ???? ????

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3??: ??? 1??, ?? ?? ????? ??? ??

　　打造這么大的運(yùn)動健康大生態(tài)圈對于 Under Armour 有什么用呢? Kevin Plank 在不同場合都有講：「We are gonna to do a lots of cool stuffs but the one thing we know the more people exercise and workout, the more shirts and shoes they are going to buy. There is a logic to all of these.」其實(shí)他最在意的最終還是銷售!如何有效地結(jié)合這個生態(tài)圈和銷售?答案初步見于 2016 年 6 月推出的 UA Shop 流動應(yīng)用程序。

UA Shop ? Under Armour (Under Armor Armoned Fitness) ? Under Armour Armour (Armour) ? ??? ??? Under Armour Conneced Fitness (Fitness) ? ???? 10?? ??? ??? ???? ??

UA Record, MapMyRun ? MyFitnessPal, UA Shop ??? ???? ? ??. ?? ??????? Endomondoo (Windeo) ? ?????? ??) ? ??? ? ??.

?? ?? ??? ?? ?? ???? ????? Under Armour ??? ??? ??? ???.

"??? ???? ?? ?? ????? ???? ??? ?? UA CoolSwitch ? ????? ??? (CoolSwitch)? Under Armour ??? ??? ?? ??? ???? ?? ? ?? ??? ??"? ???.

」

?, ?? ???? ????. ?? 「provide you with information and suggestion at right time 「10? When you needed 」 ? ??? ????.

? ?? ????? ??????

?? ????? 1010??? 2015? 14 /15?? ??? ??? ????? ???? ?? ??? 60%? ???? ?? ??? ??? ???, Adidas 11%? ?? ??? ? Under Armour ? ??? 7%? ???. Undermour? Under Armour ??? 3?? ???? Undeer Armorur Armour (Armour) ? ????? ??, Adidas ? ????? ???? ? ?? ?? ??.

　　Under Armour 的電商部份用的是 The Adobe Online Marketing Suite，在一份 Success Story 的介紹中，負(fù)責(zé) Under Armour Web Analytics & Optimization 的經(jīng)理 Beau Kemeys 提到「We found that more than 50% of our revenues come from direct pathways and easier product navigation, rather than just by trying to present engaging images alone. The Adobe Online Marketing Suite helps the brand increase sales by streamlining navigation and allowing customers to reach desired products more quickly, resulting in a better overall shopper experience. 」

? ??? ?? ??? ?? ? ???? ????.

???, ? ??? ?, UA Shop ???? ?? ??? ????. ? ?? Under "101? " Armour ????? ??? ??? 57%, e -commerce ? ??? ????? 10%? ???? ?? ??? ??!

CEO ? ??? Kevin Plank ??

???? CEO Kevin Plank ? ?? ????? ? ? ????. e -commerce ? Under Armour (Armour) ? ??? ??? ? ?? ??? ??? ? ?? ??? ???? Fitness (conced Fitness) ? 133?? ?? ???? ?? ??? ?? ??? ??? ????? ? ??? ???.

? ??? ??????? ?? 3??? South By Southwest ?????? Festival ? Keval ???? ?? ??? ? ? ??.

??:「Our belief is data is the new oil. I think 101 101 companies that will win are using math. As hum ans we make decions but it 1013 important we the be information to make deciss. "

2015? ??? ??? Under Armour ? ??? 87.2%? ???? 11. 5%? ???.

?? ? ???? ? ? ? ? ? ? ? ? ? ? ? ? ? ?? ?? ? ??? ?? ?? ? ? ? ? ? ??? 67% ? ???? (wholesallsale) ?? ?? (drecttocoununununununnenenenenenenenene1321? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? (wholeswholesallsalllsale soale)) ? ? ? ? ? ? ? ? ?? (drecccccttttocoundettocoundetcounundetundetunderwwwwwwwwwwwwwwwwwwwhowwhour? ???? ???? ?? ???.

?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ?? ? ??? ?? ? ??? ?? ? ??.

Conneced Fitness ???? Under Armour ????? ???? 1.3%? ????? ????? ?? ??? 14 /15 YOY

??? Operating income ??? ??? ?? ??? ??? ??? ???.

??????????????????? ?? ????? ????? UnderArrmour ( Unndeececed Fitness ???????????????????? ? ? ? ?UUUUUUUUUUUURRRRWWWW ( GoUUUUUUURWWWWWWWWWWWWWWW ( (GoGoGoGoncecectititnenes? ???????????????SNSNSNSNSNSNSNSNSNSNSNSNSNSNSNSNSNSNSNSNS? ?????????????????????????????? targeting ? ???.

???

Under Armour (Armour) ? ?? ??? ???? ??? ??? ? ?? ??? ???, ??? ?? ??. ??? ??? ? ?? ?? ???? ???? ??? 「?? 」 ? ??? ???? ???? ??? ???? ?? ? ??? ???.