In its new “Boom Boom TAP” campaign, Under Armour plans to target the
“team girl” segment for the first time in a TV campaign.
Like its “Click Clack” campaign, which mimics the noise of football
cleats on pavement, “Boom Boom TAP” evokes the noise made by girls as
they break from a pre-game huddle.
The ads will roll out its campaign on ESPN during the July 15 ESPY awards that recognize top athletes
Under Armour's campaign targets female athletes in team sports such as
softball, lacrosse, soccer, field hockey and volleyball. But rather
than a campaign focused on an individual, the company tried to create a
“Protect this House” campaign for girls, said Steve Battista, Under
Armour's vice president of brand, told the Oregonian.
Girls in focus groups said they loved the team spirit of those ads, he said.
“They all said, 'If I'm getting up at 6 in the morning, it better be with my team or I'm not doing it,' ” Battista said.
Under Armour first debuted its women's collection four years ago and it
now represents more than 20% of the company's apparel business.
Earlier this year, the company signed U.S. National Team softball
pitcher and 2006's Softball CollegiatUnder Armour Launches TV ads Aimed
at Girls Soccer
In its new “Boom Boom TAP” campaign, Under Armour plans to target the
“team girl” soccer segment for the first time in a TV campaign.
Like its “Click Clack” campaign, which mimics the noise of football
cleats on pavement, “Boom Boom TAP” evokes the noise made by girls as
they break from a pre-game huddle.
The ads will roll out its campaign on ESPN during the July 15 ESPY awards that recognize top athletes
Under Armour first debuted its women's collection four years ago and it
now represents more than 20% of the company's apparel business.
Earlier this year, the company signed U.S. National Team softball
pitcher and 2006's Softball Collegiate Player of the Year, Cat Osterman
and 2006 World Champion and 2007 National Women's Figure Skating
Champion, Kimmie Meissner.
Under Armour has outfitted the last three NCAA Field Hockey
Championship teams: Wake Forest in 2004 and the University of Maryland
in 2005 and 2006. In addition, Under Armour has outfitting deals with
three pre-season Top 10 women's lacrosse teams including Duke,
University of Maryland and Johns Hopkins.
Under Armour Launches TV ads Aimed at Girls Soccer
In its new “Boom Boom TAP” campaign, Under Armour plans to target the
“team girl” soccer segment for the first time in a TV campaign.
Like its “Click Clack” campaign, which mimics the noise of football
cleats on pavement, “Boom Boom TAP” evokes the noise made by girls as
they break from a pre-game huddle.
The ads will roll out its campaign on ESPN during the July 15 ESPY awards that recognize top athletes
Under Armour first debuted its women's collection four years ago and it
now represents more than 20% of the company's apparel business.
Earlier this year, the company signed U.S. National Team softball
pitcher and 2006's Softball Collegiate Player of the Year, Cat Osterman
and 2006 World Champion and 2007 National Women's Figure Skating
Champion, Kimmie Meissner.
Under Armour has outfitted the last three NCAA Field Hockey
Championship teams: Wake Forest in 2004 and the University of Maryland
in 2005 and 2006. In addition, Under Armour has outfitting deals with
three pre-season Top 10 women's lacrosse teams including Duke,
University of Maryland and Johns Hopkins.
Under Armour has outfitted the last three NCAA Field Hockey
Championship teams: Wake Forest in 2004 and the University of Maryland
in 2005 and 2006. In addition, Under Armour has outfitting deals with
three pre-season Top 10 women's lacrosse teams including Duke,
University of Maryland and Johns Hopkins.
