Under Armour launches new underwear collection
01/05/2012
The campaign features Cam Newton, who signed an endorsement deal with Under Armour in February 2011 that was called the largest ever given an incoming National Football League rookie.
The campaign, created internally at Under Armour, includes print and online ads, social media, ads in stores, direct mail and events. The budget for the Boxerjock campaign is estimated at $1 million.
Under Armour’s new boxer briefs are meant to add a fashion component to the brand’s undergear.
“The new collection gets to the design elements without sacrificing the performance,” said Stuart Redsun, senior vice president for global brand marketing at Under Armour in Baltimore.
Underwear represents “the first layer of gear people put on every day,” Mr. Redsun says.
“We’re expanding the Boxerjock collection to go from sports-specific to a broader use. The “sports-specific” reference is to products meant to be worn while playing, say, baseball or football. The new boxer briefs are also being aimed at “a broader range of consumers.”
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