Under Armour Compare And Contrast

As consumers, athletic or not, there are several major brands out there that cry out “buy me,” and those brands just happen to be those that we see on television or worn by famous athletes or celebrities. It’s only after you get sucked into purchasing something that you realize you need more of that particular brand despite its outrageous price. In contrasting the two commercials “Curry One,” from the Under Armour brand, and “Find Your Greatness,” from the Nike brand, both brands submit a similar message to consumers in very different ways by appealing to us on different levels emotionally. The Under Armour commercial features a well-known actor, Jamie Foxx, as the narrator for the commercial, as well as Stephen Curry, a Golden State Warrior …show more content…
While Under Armour uses flash to appeal to their consumers, Nike uses a more down to earth approach. It can be said the Under Armour uses an appeal to authority by using famous people, the message wasn’t necessarily meant to focus on the names of the two men in the commercial. The message states that hard work can overcome anything. Through hard work and determination Curry has built his name in the NBA and has achieved fame and glory only because of those two things. Under Armour uses him as a tool to portray the message that wearing their brand will help you in your journey to achieve your goals. They play on the idea that you have to look the part to play the part. As the commercial plays the glamour entices viewers into want. They want to purchase their products, they want to work up a sweat, they want to work to build themselves up, and they want to write their own story through their own hard work and determination. Contrary to the Under Armour message, Nike works more subtly. Everything in their commercial is targeted to the average consumer. Athletes know what brands best suit their activity, and they have purchased enough athletic wear to know what they like. The average consumer is completely in the dark about which brand is best for them, and are probably very apathetic to the thought as well. Nike makes an effort to appeal to these consumers by providing the message that everyone is capable of greatness. This way they turn their focus from those consumers that already are familiar with their brand to those that may feel they have to use for athletic wear. The commercial even appeals to those consumers that, like Nathan, are obese and feel athletic wear just isn’t meant for them. Nike purposely intends to elicit comfort and security to consumers so that consumers feel comfortable purchasing their product regardless of their physic or