Under Armour's New Smart Shoe is Endorsed by Dwayne Johnson
Katherine Pendrill — May 6, 2016 — Marketing
References: forbes & footwearnews
Under Armour recently teamed up with Dwayne 'The Rock' Johnson to promote its new connected runners. While the idea of celebrities endorsing running shoes is nothing new, the new commercial is part of a larger partnership between the brand and the wrestler-turned-actor.
The new commercial is titled 'One Push' and it shows The Rock engaging with Under Armour's new HealthBox fitness-technology package, which includes its connected runners. In the ad, The Rock can be heard explaining how technology improves our lives in many ways. However, he ends by emphasizing that technology can only do so much and consumers need to push themselves or nothing will happen. While the ad does not feature The Rock himself, the actor's recognizable voice gives the brand more credibility when it comes to introducing its new connected sportswear to consumers.
The commercial is also part of a larger collaboration between The Rock and Under Armour, which includes a soon-to-be-released line of apparel, footwear and accessories dubbed 'Project Rock.' This ongoing partnership is designed to get consumers excited about new Under Armour products by engaging with the famous wrestler on multiple different platforms.
The new commercial is titled 'One Push' and it shows The Rock engaging with Under Armour's new HealthBox fitness-technology package, which includes its connected runners. In the ad, The Rock can be heard explaining how technology improves our lives in many ways. However, he ends by emphasizing that technology can only do so much and consumers need to push themselves or nothing will happen. While the ad does not feature The Rock himself, the actor's recognizable voice gives the brand more credibility when it comes to introducing its new connected sportswear to consumers.
The commercial is also part of a larger collaboration between The Rock and Under Armour, which includes a soon-to-be-released line of apparel, footwear and accessories dubbed 'Project Rock.' This ongoing partnership is designed to get consumers excited about new Under Armour products by engaging with the famous wrestler on multiple different platforms.
Trend Themes
1. Celebrity-endorsed Connected Runners - Disruptive Innovation Opportunity: Collaborating with celebrities to promote smart shoe technology can increase credibility and consumer interest.
2. Healthbox Fitness-technology Package - Disruptive Innovation Opportunity: Developing integrated fitness-technology packages can enhance the overall user experience and attract more customers.
3. Multi-platform Celebrity Partnerships - Disruptive Innovation Opportunity: Leveraging the influence of celebrities across various platforms can create buzz and generate excitement for new products.
Industry Implications
1. Sportswear - Disruptive Innovation Opportunity: Integrating technology into sportswear can provide enhanced functionality and performance for athletes.
2. Celebrity Merchandising - Disruptive Innovation Opportunity: Capitalizing on celebrity endorsements to create exclusive apparel, footwear, and accessories can drive sales and brand loyalty.
3. Fitness Technology - Disruptive Innovation Opportunity: Developing advanced fitness-technology solutions, such as connected runners, can revolutionize the way people track and improve their fitness.
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