Under Armour: Branding Juggernaut Pushes Customer Experience
Over the past few years Under Armour has built an amazingly successful brand via their awesome sports-based ad campaigns. Now they’re moving into a new business area - retailing. And in doing so they are trying to master yet another form of innovation: customer experience.
Earlier this month, Under Armour opened their first retail store in Annapolis, MD. They want the potency of their shopping experience to match that of their brand.
The store features an immense bronze statue of brand ambassador “Big E”, a “stadium tunnel” entryway, a 120-inch rear projection HD television screen, a 32-inch multi-media touch-screen kiosk containing branded interactive content and educational elements, and a look and feel that represents the collision of athletics, science, industry and performance. Once inside the tunnel entryway, visitors will be engaged by a state-of-the-art and bigger-than-life audio visual experience and will be able to shop a full range of Under Armour performance apparel and footwear…”We want the consumer to experience what it feels like to be in an Under Armour commercial,” said Kevin Plank, Chairman and CEO, Under Armour, Inc. “We’ve built the physical manifestation of the Under Armour Brand. From our perspective, we look to this store to make us a better retail partner, merchandiser and listener to our consumer. As for our consumers, we hope they see the store as an extraordinary and authentic Under Armour experience. It will be like nothing they’ve ever experienced.”
Under Armour knows the secret to innovation effectiveness - create a fantastic customer experience. How many retailers do you know who have been this innovative in their approach to the experience of shopping at their stores?
Click Clack, indeed.
Social Bookmarks:
Comments
2 Responses to “Under Armour: Branding Juggernaut Pushes Customer Experience”
Leave a Reply
[...] Under Armour: Branding Juggernaut Pushes Customer Experience Posted on November 8, 2007 by Innovation Catalyst Open Source Innovation has moved - here is the new link to Under Armour: Branding Juggernaut Pushes Customer Experience. [...]
[...] But on the other hand, this gives us more incentive to focus innovation on business models, customer experience, branding, enabling processes, and networking. Share and Enjoy: These icons link to social bookmarking [...]