UnderArmour at the Bowl
More information from Chris, this time about Under Armour. When I first saw the mail I had no idea what the ad is for, not recognising the name at all, but looking at the site i see they do high performance sports wear. The Super Bowl ad is for something new, their new performance trainer, the Prototype.
This is their first foray into Super Bowl advertising and they are using it to kick off the campaign for the new show (out May 3rd). The teasers they have out definitely say that this is going to be a serious, heavy hitting ad, to go with their serious gear.
The ad will drive to a site where you can pre-order the shoes; it’s got a pretty good engine for recommending the right type of who for you, asking for your power, speed, or agility types to get the right type for your sport.
On the Under Armor Prototype they have downloadable videos, images and a count down clock (for macs only!). They also entice you to sign up for the email newsletter, where each type of shoe gets its own news. I’m not the right demo for this product so it took me a while to get into, but on digging, I like what they’ve done and think it could have a good impact.
