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A look at the world of sports clothing brands
UNDER ARMOUR - SPONSORSHIP
NIKE - TVC
Nike has a long standing tradition of
In it’s beginning, Under Armour was seen as
delivering memorable TVCs around major
an American football brand. The company is
events. Their “The Last Game” ad around
broadening its appeal by sponsoring teams
the FIFA World Cup 2014 was no exception.
and individuals from a wide range of sports.
The ad painted a dysto pian scenario of bland
And with superstars like Stephen Curry and
clones ruling the beautiful game. But
Jordan Spieth on its roster, Under Armour
luckily, the Nike ambassadors are here to
seems to have a sixth sense for talent.
save the day!
PUMA – AMBASSADOR
CONVERSE – GRASSROOTS MUSIC
In addition to its prolific roster of athletes,
Converse Rubber Tracks supports young
Puma also teamed up with Rihanna, one of
artists with free studio time in professional
the most successful artists of our time. She
studios around the world. Aspiring
features in several Puma TVCs however,
musicians can apply to record a track that
the Barbadian singer not only serves as a
they would own. In a further step, Rubber
global brand ambassador for the German
Tracks Live brings together veteran
sports brand, but also runs her own clothing
headliners and young talent in music venues
line as Creative Director.
around the globe.
ADIDAS - DIGITAL
During the Rugby World Cup 2015, Adidas
conquered the digital arena with the Adidas
XV Challenge – an engaging version of Top
Trumps. Players utilised a squad of Adidas
ambassador rugby players and could
challenge their friends online. The game
proved highly addictive and stood out in the
crowded marketplace during the tournament.
NEW BALANCE - INNOVATION
New Balance takes customisation to a new
level by providing individual 3D printed
spikes to elite athletes. The cleats are based
on the runner’s data and can be fully
customised via a new 3D printing
technology. At the moment, this innovation
caters to high-performance athletes, but
plans for a mass-market audience are
underway, e.g. with custom foam insoles.