UA 和 Nike 的下一個戰場不在廣告、產品、明星代
中文(简体) Public
<a href="http://www.under-armour-store.com.tw/" target="_blank">under armour鍙扮仯闁€甯?/a>姣忓ぉ鐐哄ぇ瀹跺付渚嗗叏鏂版疆娴佺郴鍒楀柈鍝侊紝鐐烘偍鐨勭敓娲绘坊鍔犳洿澶氱殑鑹插僵锛岀偤鎮ㄧ殑鐢熸椿鍏呮豢娲诲姏锛岃畵鎮ㄦ瘡澶╀笉閲嶈锛岀簿褰╃殑浜虹敓寰炵従鍦ㄩ枊濮嬶紝鏁珛闂滄敞鎴戝€憉nder armour鍙扮仯闁€甯傦紝鎴戝€戝皣鍏ㄦ柊鐨剈a澶波鍠搧浠ュ強閬嬪嫊璩囪▕灏囦竴涓€鍛堢従绲﹀ぇ瀹躲€?div class="intro">Under Armour 鍜?Nike锛屽叐闁撻珨鑲茬敤鍝佺敓鐢㈠晢锛屼竴闁撴槸涓栫晫宸ㄤ汉銆佷竴闁撴槸鏂版檳宸ㄦ槦銆傛湰渚嗕粬鍊戜箣闁撶殑璺濋洟鐩稿樊鐢氶仩锛屽競鍫寸殑鐒﹂粸姘搁仩闆嗕腑鍦?Nike 鍜?Adidas 涔嬮枔锛屼絾鑷緸 2014 骞?Under armour 闉嬪瓙 鍜?/div>
<p> Under Armour 鍜?Nike锛屽叐闁撻珨鑲茬敤鍝佺敓鐢㈠晢锛屼竴闁撴槸涓栫晫宸ㄤ汉銆佷竴闁撴槸鏂版檳宸ㄦ槦銆傛湰渚嗕粬鍊戜箣闁撶殑璺濋洟鐩稿樊鐢氶仩锛屽競鍫寸殑鐒﹂粸姘搁仩闆嗕腑鍦?Nike 鍜?Adidas 涔嬮枔锛屼絾鑷緸 2014 骞?<a href="http://www.under-armour-store.com.tw/up/ua-run-6bc86dfa">Under armour 闉嬪瓙</a>鍜孶nder Armour 鍦ㄧ編鍦嬪競鍫存墦鏁?Adidas锛岄€插崰缇庡湅楂旇偛鐢ㄥ搧甯傚牬绗簩浣嶅緦锛孶nder Armour 绐佺劧鎴愮偤甯傚牬鐨勮◣璜栫啽榛烇紝鍔犱笂閫ｇ簩澶氬勾绁炶┍涓€鑸殑骞村闀风巼锛岃偂鍍逛竴椋涙矕澶╋紝棰ㄩ牠涓€鏅傜劇鍏┿€?/p>
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<p> Under Armour 鐨?Underdog 绛栫暐</p>
<p> 杩戝勾涓嶅皯浜鸿珖璜?Under Armour 鍒板簳鏄竴鍌粈楹兼ǎ鐨勫叕鍙革紝浠栧€戠偤浠€楹煎彲浠ユ墦鏁?Adidas锛屾矕鎿?Nike 鐨勭殗鑰呭搴э紝鑰岀恫涓婁笉灏戞枃绔犳瘮杓冨叐鍌㈠叕鍙哥殑寤ｅ憡绛栫暐銆佷唬瑷€浜恒€佹姇璩囧児鍊兼檪锛岀浉鐣跺涓€閮ㄤ唤浜鸿獚鐐?Under Armour 鐨刄nderdog Strategy 鏄粬鍊戠殑鎴愬姛涔嬮亾銆傛垜鍊戞噳瑭插浣曠灜瑙ｉ€欏€嬬瓥鐣ュ憿?</p>
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<p> Source: Adweek - Adrienne Lofton </p>
<p> Under Armour 璨犺铂 Global Brand Marketing 鐨勮硣娣卞壇绺借 Adrienne Lofton 鍦ㄤ笉鍚屽牬鍚堣〃绀哄叕鍙稿皣 Under Armour 鍝佺墝鑰冩叜鐐轰竴鍊嬨€峌nderdog Brand銆嶏紝鎵€浠ュ湪浠ｈ█浜虹殑閬稿彇涓婂偩鍚戦伕鎿囦竴浜涗笉澶湁姗熸渻鍦ㄧ涓€娆″氨琚伕锛屼絾姣忓ぉ鍔姏鐐虹悊鎯宠€屽ギ楝ョ殑閬嬪嫊鍝★紝濂瑰湪涓€鍊嬭í鍟忎笂瑾細銆峎e work with athletes who most people wouldn't or didn't draft in the first round, or who they wouldn't traditionally give a prima ballerina title to. We pick that athlete with a chip on their shoulder and their desire to win because it aligns with our own attitude銆? 濂规寚鐨?attitude 灏辨槸 Under Armour 鐨勫彛铏?銆孖 Will What I Want銆嶏紝涓€绋€氶亷鑷韩鍔姏锛屽厠鏈嶅洶闆ｏ紝鎸戞埌寮疯€咃紝鏈€绲傛垚鐐哄啝杌嶏紙寮疯€咃級鐨勯珨鑲茬簿绁炪€?/p>
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<p> 棣栦綅闈炴床瑁斿コ鎬х編鍦嬭姯钑捐垶鍔囧湗鑸炶€?Misty Copeland 鍜岃秴绱氭ā鐗瑰厭 Gisele Bundchen 鐨勬晠浜嬭 Under Armour 鎷嶆垚涓€绯诲垪銆孖 Will What I Want銆嶇殑寤ｅ憡锛屽氨鏄鍌抽€欑ó绮剧銆?/p>
<p> 銆孻ou have the wrong body for ballet銆嶉€欒鍍癸紝灏嶆柤鐣跺勾 13 姝茬殑 Misty Copeland 鐒＄枒鏄€嬬浉鐣跺ぇ鐨勬墦鎿娿€傛斁妫勩€侀倓鏄爡鎸佽〒绶达紝閭佸悜鑷繁鐨勫あ鎯筹紵Misty Copeland 閬告搰寰岃€呫€傚悓妯ｇ殑浣滅偤瓒呯礆妯＄壒鍏掔殑 Gisele Bundchen锛屼竴瑷€涓€琛岄兘鍙楀埌澶х溇鐨勮璜栵紝鏅傚埢鍦ㄦ剰鍒ヤ汉鐨勭湅娉曪紝閭勬槸鍫呮寔鍋氬ソ鑷繁锛烥isele Bundchen 閬告搰寰岃€呫€?/p>
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<p> Nike銆孞ust Do it銆嶅挤瑾跨殑鏄€屼笉瑕佺悊鍒ヤ汉锛岀浉淇¤嚜宸诧紝璀夋槑鑷繁姹哄畾鏄皪鐨勩€嶈€?Under Armour 瑷婚噸鐨勬槸銆屼互鑷韩鐨勫姫鍔涳紝璀夋槑鍒ヤ汉灏嶈嚜宸辩殑鐪嬫硶鏄尟鐨勩€嶏紝闆栫劧娈婇€斿悓姝革紝浣嗙暥涓殑鍒嗗垾寰堝井濡欍€俇nder Armour 閫氶亷鍌抽仦閫欑ó淇℃伅锛岄€蹭竴姝ュ姞寮峰搧鐗岀殑灏堟キ鎬у舰璞★紙鏈夊ソ鐨勭敘鍝佸公鍔╋紝鍙互浜嬪崐鍔熷€嶏紵锛夛紝鍚屾檪婵€璧峰ぇ鐪惧皪銆屾寫鎴拌€呫€嶇殑鍚屾儏鍜岃獚鍚屾劅銆?/p>
1 2 3 4 5 6 7 8 涓嬩竴闋?
1 2 3 4 5 6 7 8 涓嬩竴闋?
鎯宠浜嗚В鏇村闂滄柤<a href="http://www.under-armour-store.com.tw/uc/ua-polo" target="_blank">瀹夊痉鐟猵olo琛?/a>璩囪▕娑堟伅鐨勬湅鍙嬶紝涓嶅Θ闂滄敞under armour鍙扮仯闁€甯傚緦绾岀殑鍫遍亾娑堟伅锛屼篃鍙互娣诲姞<strong style="color: red;">Line锛歍WDK</strong>閫茶鍜ㄨ銆傚叏鍫存墍鏈夋柊鍝佷綆鑷?鎶樿捣锛屾柊娆句笉鏂蜂笂鏋讹紝閫辨棩閫辨湯璩肩墿鏇存槸浜湁灏堝爆鎶樻墸鍎儬锛岄鍠滈€ｉ€ｏ紝姝ｅ搧澶波锛屾敮鎸佸皥娅冮璀夛紝7澶╅憭璩炴湡锛?澶╃劇鐞嗙敱閫€鎻涜波锛屽績鍕曪紝涓嶅琛屽嫊锛岃稌绶婁締閬歌臣鍚э紒锛?a href="http://www.under-armour-store.com.tw/" target="_blank">http://www.under-armour-store.com.tw/</a>;锛?
<p> Under Armour 鍜?Nike锛屽叐闁撻珨鑲茬敤鍝佺敓鐢㈠晢锛屼竴闁撴槸涓栫晫宸ㄤ汉銆佷竴闁撴槸鏂版檳宸ㄦ槦銆傛湰渚嗕粬鍊戜箣闁撶殑璺濋洟鐩稿樊鐢氶仩锛屽競鍫寸殑鐒﹂粸姘搁仩闆嗕腑鍦?Nike 鍜?Adidas 涔嬮枔锛屼絾鑷緸 2014 骞?<a href="http://www.under-armour-store.com.tw/up/ua-run-6bc86dfa">Under armour 闉嬪瓙</a>鍜孶nder Armour 鍦ㄧ編鍦嬪競鍫存墦鏁?Adidas锛岄€插崰缇庡湅楂旇偛鐢ㄥ搧甯傚牬绗簩浣嶅緦锛孶nder Armour 绐佺劧鎴愮偤甯傚牬鐨勮◣璜栫啽榛烇紝鍔犱笂閫ｇ簩澶氬勾绁炶┍涓€鑸殑骞村闀风巼锛岃偂鍍逛竴椋涙矕澶╋紝棰ㄩ牠涓€鏅傜劇鍏┿€?/p>
<p></p>
<p> Under Armour 鐨?Underdog 绛栫暐</p>
<p> 杩戝勾涓嶅皯浜鸿珖璜?Under Armour 鍒板簳鏄竴鍌粈楹兼ǎ鐨勫叕鍙革紝浠栧€戠偤浠€楹煎彲浠ユ墦鏁?Adidas锛屾矕鎿?Nike 鐨勭殗鑰呭搴э紝鑰岀恫涓婁笉灏戞枃绔犳瘮杓冨叐鍌㈠叕鍙哥殑寤ｅ憡绛栫暐銆佷唬瑷€浜恒€佹姇璩囧児鍊兼檪锛岀浉鐣跺涓€閮ㄤ唤浜鸿獚鐐?Under Armour 鐨刄nderdog Strategy 鏄粬鍊戠殑鎴愬姛涔嬮亾銆傛垜鍊戞噳瑭插浣曠灜瑙ｉ€欏€嬬瓥鐣ュ憿?</p>
<p></p>
<p> Source: Adweek - Adrienne Lofton </p>
<p> Under Armour 璨犺铂 Global Brand Marketing 鐨勮硣娣卞壇绺借 Adrienne Lofton 鍦ㄤ笉鍚屽牬鍚堣〃绀哄叕鍙稿皣 Under Armour 鍝佺墝鑰冩叜鐐轰竴鍊嬨€峌nderdog Brand銆嶏紝鎵€浠ュ湪浠ｈ█浜虹殑閬稿彇涓婂偩鍚戦伕鎿囦竴浜涗笉澶湁姗熸渻鍦ㄧ涓€娆″氨琚伕锛屼絾姣忓ぉ鍔姏鐐虹悊鎯宠€屽ギ楝ョ殑閬嬪嫊鍝★紝濂瑰湪涓€鍊嬭í鍟忎笂瑾細銆峎e work with athletes who most people wouldn't or didn't draft in the first round, or who they wouldn't traditionally give a prima ballerina title to. We pick that athlete with a chip on their shoulder and their desire to win because it aligns with our own attitude銆? 濂规寚鐨?attitude 灏辨槸 Under Armour 鐨勫彛铏?銆孖 Will What I Want銆嶏紝涓€绋€氶亷鑷韩鍔姏锛屽厠鏈嶅洶闆ｏ紝鎸戞埌寮疯€咃紝鏈€绲傛垚鐐哄啝杌嶏紙寮疯€咃級鐨勯珨鑲茬簿绁炪€?/p>
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<p> 棣栦綅闈炴床瑁斿コ鎬х編鍦嬭姯钑捐垶鍔囧湗鑸炶€?Misty Copeland 鍜岃秴绱氭ā鐗瑰厭 Gisele Bundchen 鐨勬晠浜嬭 Under Armour 鎷嶆垚涓€绯诲垪銆孖 Will What I Want銆嶇殑寤ｅ憡锛屽氨鏄鍌抽€欑ó绮剧銆?/p>
<p> 銆孻ou have the wrong body for ballet銆嶉€欒鍍癸紝灏嶆柤鐣跺勾 13 姝茬殑 Misty Copeland 鐒＄枒鏄€嬬浉鐣跺ぇ鐨勬墦鎿娿€傛斁妫勩€侀倓鏄爡鎸佽〒绶达紝閭佸悜鑷繁鐨勫あ鎯筹紵Misty Copeland 閬告搰寰岃€呫€傚悓妯ｇ殑浣滅偤瓒呯礆妯＄壒鍏掔殑 Gisele Bundchen锛屼竴瑷€涓€琛岄兘鍙楀埌澶х溇鐨勮璜栵紝鏅傚埢鍦ㄦ剰鍒ヤ汉鐨勭湅娉曪紝閭勬槸鍫呮寔鍋氬ソ鑷繁锛烥isele Bundchen 閬告搰寰岃€呫€?/p>
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<p> Nike銆孞ust Do it銆嶅挤瑾跨殑鏄€屼笉瑕佺悊鍒ヤ汉锛岀浉淇¤嚜宸诧紝璀夋槑鑷繁姹哄畾鏄皪鐨勩€嶈€?Under Armour 瑷婚噸鐨勬槸銆屼互鑷韩鐨勫姫鍔涳紝璀夋槑鍒ヤ汉灏嶈嚜宸辩殑鐪嬫硶鏄尟鐨勩€嶏紝闆栫劧娈婇€斿悓姝革紝浣嗙暥涓殑鍒嗗垾寰堝井濡欍€俇nder Armour 閫氶亷鍌抽仦閫欑ó淇℃伅锛岄€蹭竴姝ュ姞寮峰搧鐗岀殑灏堟キ鎬у舰璞★紙鏈夊ソ鐨勭敘鍝佸公鍔╋紝鍙互浜嬪崐鍔熷€嶏紵锛夛紝鍚屾檪婵€璧峰ぇ鐪惧皪銆屾寫鎴拌€呫€嶇殑鍚屾儏鍜岃獚鍚屾劅銆?/p>
1 2 3 4 5 6 7 8 涓嬩竴闋?
1 2 3 4 5 6 7 8 涓嬩竴闋?
鎯宠浜嗚В鏇村闂滄柤<a href="http://www.under-armour-store.com.tw/uc/ua-polo" target="_blank">瀹夊痉鐟猵olo琛?/a>璩囪▕娑堟伅鐨勬湅鍙嬶紝涓嶅Θ闂滄敞under armour鍙扮仯闁€甯傚緦绾岀殑鍫遍亾娑堟伅锛屼篃鍙互娣诲姞<strong style="color: red;">Line锛歍WDK</strong>閫茶鍜ㄨ銆傚叏鍫存墍鏈夋柊鍝佷綆鑷?鎶樿捣锛屾柊娆句笉鏂蜂笂鏋讹紝閫辨棩閫辨湯璩肩墿鏇存槸浜湁灏堝爆鎶樻墸鍎儬锛岄鍠滈€ｉ€ｏ紝姝ｅ搧澶波锛屾敮鎸佸皥娅冮璀夛紝7澶╅憭璩炴湡锛?澶╃劇鐞嗙敱閫€鎻涜波锛屽績鍕曪紝涓嶅琛屽嫊锛岃稌绶婁締閬歌臣鍚э紒锛?a href="http://www.under-armour-store.com.tw/" target="_blank">http://www.under-armour-store.com.tw/</a>;锛?
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