Under Armour: Michael Phelps

This case study explains how sports clothing brand Under Armour worked with swimmer Michael Phelps to produce an emotional video and increase sales in the US.

Advertiser: Under ArmourAgency: Droga5Country: USA

Objectives

BACKGROUND: THE G.O.A.T.'S SWAN SONG

Michael Phelps and Under Armour were, in a sense, born at the same moment. The performance apparel, footwear and accessories brand was founded in Baltimore in 1996. That same year, Phelps, an 11-year-old kid from the Baltimore suburbs, began to train at the North Baltimore Aquatic Club.

Over the next 20 years, Under Armour grew from scrappy underdog to number two in sports apparel, second only to Nike1. And Phelps went on to become the G.O.A.T. (greatest of all time)—the most decorated...

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