UA 和 Nike 的下一個戰場不在廣告、產品、明星代
中文(简体) Public
Under Armour锛屾寚鐨勬槸缇庡湅楂旇偛閬嬪嫊瑁濆倷鍝佺墝銆?a href="http://www.ua-taiwan.com/">UA 瀹樼恫</a>鐨勭附閮ㄥ湪宸寸埦鐨勬懇锛岄Μ閲岃槶宸烇紝瑭插叕鍙镐富瑕佺敓鐢㈤珨鑲茶鍌欍€俇A涓昏鐢熺敘绌垮湪閬嬪嫊闅婃湇瑁￠潰鐨勭穵韬収琛ｏ紙姣斿绌垮湪绫冪悆鏈嶅拰妫掔悆鏈嶄笅锛夋垨鑰呭鑲╋紙姣斿缇庡紡瓒崇悆鎴栬€呮洸妫嶇悆鐨勮偐鑶€澧婏級锛屼絾闄や簡<a href="http://www.ua-taiwan.com/">UA 闉嬪瓙</a>涔嬪UA閭勭敓鐢㈣琛ｏ紝鏅€歍ee锛岄暦閬嬪嫊瑜茬瓑绛夈€俇nder Armour甯堕牁浜嗙敓鐢㈢穵韬紝浠ュ惛姹楁粚缍哥礂绶氾紙moisture-wicking锛夌偤鏉愭枡鐨勯珨鑲茶鍌欑殑娼祦銆傞毃寰岋紝Nike锛坉ri-fit pro绯诲垪锛変互鍙奟eebok锛圢FL瑁濆倷绯诲垪锛変究绱涚礇鏁堜豢銆?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?UA 鍏ц。 鍙奤A 鍦ㄧ編鍦?/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.ua-taiwan.com/ud/ua-tee-0bf11e7f/">UA 鍏ц。</a>鍙奤A 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?
UA 鍙扮仯瀹樼恫锛坵ww.ua-taiwan.com锛夊凡缍撲笂鏋?018绉嬪啲閬嬪嫊瑁濆倷浜嗭紝鍠滄閬嬪嫊鐨勬湅鍙嬪€戜笉濡ㄩ€蹭締鏌ョ湅涓€鐣紝璁撲綘鎿佹湁鑹ソ鐨勯亱鍕曠挵澧冿紝鍗冭惉涓嶈閷亷浜嗗摝銆傛瘡閫㈤€辨湯浜敤鍏ㄥ牬9鎶樿捣锛屾豢椤?000鍗冲彲鍏嶉亱锛屾椿鍕曞澶氾紝鍎儬澶氬锛屾杩庡ぇ瀹堕€插簵閬歌臣鍝︺€?
<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.ua-taiwan.com/ud/ua-tee-0bf11e7f/">UA 鍏ц。</a>鍙奤A 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>
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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?
UA 鍙扮仯瀹樼恫锛坵ww.ua-taiwan.com锛夊凡缍撲笂鏋?018绉嬪啲閬嬪嫊瑁濆倷浜嗭紝鍠滄閬嬪嫊鐨勬湅鍙嬪€戜笉濡ㄩ€蹭締鏌ョ湅涓€鐣紝璁撲綘鎿佹湁鑹ソ鐨勯亱鍕曠挵澧冿紝鍗冭惉涓嶈閷亷浜嗗摝銆傛瘡閫㈤€辨湯浜敤鍏ㄥ牬9鎶樿捣锛屾豢椤?000鍗冲彲鍏嶉亱锛屾椿鍕曞澶氾紝鍎儬澶氬锛屾杩庡ぇ瀹堕€插簵閬歌臣鍝︺€?
by celr9258288
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