Under Armour’s marketing strategy is geared towards the rational and emotional views of its target market. Under Armour targets physically active and athletic people. Because training takes dedication and sacrifice, the advertisement appeals to them. It reassures company target audiences that they will reach their goals if they are focused on what they want and work harder even when they don’t have anyone to cheer them. Advertisement for Under Armour ME (2016) promotes discipline and encourages people to work in darkness, far from the lights of celebrations or picture glory. To show that Michael Phelps sacrifices, self-discipline and determination paid off, the corporation includes examples of his victories and celebrations.
It also appeals directly to customers by showing the link between hard work and success. The advertisement shows that Michael Phelps was required to rise early and train on his own, while also maintaining his health and mind to win in key competitions. It promotes the idea that an athlete can never be alone, that the brand will always support them and make sure their training is productive and enjoyable. Michael Phelps described the commercial as “crazy”, which demonstrates the dedication he puts into rigorous training and winning big events. (Aashish 2017). Michael Phelps makes use of footage from the ad to back Under Armour’s statement that “whatever you do in dark places is what gets you into the light.” This commercial is different from other advertisements, which emphasize consumers rather than items. To show its concern for the achievement and dedication of athletes, the company uses the commercial to highlight how it makes high-quality merchandise. Under Armor is dedicated to helping its consumers and athletes achieve their training goals. Under Armor encourages children to train without stopping, because sacrifice is rewarding.