As an upcoming basketball stronghold, Under Armour is certainly taking the right steps and approach to marketing its product and building its brand. Step one was signing young, marketable potential superstars in Brandon Jennings, Derrick Williams, Kemba Walker and Greivis Vasquez before any other company could get to them. Step two was put on showcase during Under Armour’s “Are You From Here?” Tour which pitted the four NBA players against local high school kids and alums in Baltimore and New York City.
|NBA Commissioner David Stern, left, poses with Connecticut's Kemba Walker, whom the Charlotte Bobcats selected with the ninth pick in the NBA basketball draft Thursday, June, 23, 2011, in Newark, N.J. (AP Photo/Bill Kostroun) Photo: AP / CT|
While established brands are able to market globally with ease, Under Armour is building from the ground up using unique grassroots schemes to become a player in the ultra competitive world of basketball endorsement. While there have been an abundance of charity games and scrimmages during this elongated offseason, Under Armour and its stars have reached out to the kids and planted themselves in the communities, giving back to the fans who have helped them get where they are today. With this strategy, Under Armour is hopeful that they will be able to build relationships with younger players and fans to build for the future as their popularity continues to grow.
The “Are You From Here?” Tour showcased the immense talent that Under Armour has acquired while giving back to the fans and showing that they are active in community outreach, and the players love coming back to where it all started.
“We’re just trying to show our faces in the communities man, we hood guys,” said Kemba Walker. “We want to come back and go to Baltimore, and come to New York—where I’m from. At some point we’re gonna go to L.A. for [Derrick and Brandon], we wanna take a trip to Venezuela [for Greivis]. We want to get out and show our faces in the community and show them that we’re involved.”