Did you know that a staggering 81% of people utilize Instagram for researching various products and services?
This astounding statistic serves as evidence to highlight the influential role Instagram holds in shaping consumer behavior. It is a fact that brands like Under Armour fully grasp and appreciate.
Through their dynamic presence on Instagram, Under Armour not only showcases their exceptional sportswear range but also cultivates a vibrant community while setting new benchmarks in the world of digital marketing.
This blog delves deep into Under Armour Instagram marketing. It explores how this powerhouse has successfully transformed the act of scrolling into an opportunity for shopping.
We will uncover a range of strategies that have propelled Under Armour into the spotlight, including compelling storytelling, influential partnerships, and innovative product launches. So, what are you waiting for? Let’s get started!
About Under Armour
Under Armour, a well-known brand for performance gear, demonstrates its impact not just on the field but also through its active presence on social media.
With an impressive 8.3 million followers on Instagram, their engagement serves as evidence of their influential reach in the digital realm. They have around 3800 posts on their Instagram and 5.6k likes on average.
Let’s delve into the brand itself. Under Armour, established in 1996, has a mission focused on improving athletes through their unwavering dedication to passion, design, and innovation. It extends beyond being just a brand; it forms a vibrant community that embraces every athlete at any level.
Reflecting this core value is their website which showcases an array of meticulously engineered products ranging from athletic shirts to shoes and accessories. These items are designed to provide optimal comfort by keeping athletes cool, dry, and light throughout any game, practice, or workout session.
The headquarters of the brand reside in Baltimore, Maryland, showcasing their global influence.
Under Armour’s dedication to innovation shines through not only in their exceptional products but also in their marketing strategies. They go beyond mere product sales; they cultivate a community through thoughtful engagement.
Whether you’re an athlete seeking top-notch performance gear or simply in need of high-quality attire, Under Armour has got you covered.
Top 9 Instagram Marketing Strategies of Under Armour
Under Armour’s Instagram strategy stands out for its authenticity, consistency, and engaging nature.
Instead of merely selling products, they prioritize building a vibrant community and weaving narratives that resonate with their audience. This ability to create a powerful brand presence on social media through digital storytelling sets them apart.
We can learn so much from Under Armour Instagram marketing approach as they have truly mastered the art of Instagram. Here are nine key strategies that demonstrate how Under Armour excels on this platform. Let’s get started!
1. Powerful Visuals
Let’s talk visuals – because in the world of Instagram, they’re everything. And nobody seems to understand this better than Under Armour.
One glance at their Instagram account and you’re not just looking at products; you’re immersed in a narrative. Each image is a story of sweat, determination, and the enthusiastic highs that come with smashing your goals.
But here’s the kicker – it’s not just the victories they showcase. It’s the grind, the courage, the getting back up when you’re down. It’s real, and it’s raw. They masterfully use powerful visuals not just to show that they sell sportswear, but to resonate with the journey of every athlete, or anyone with a goal, a dream, or an obstacle to overcome.
And it’s not all high-octane energy and intensity. They mix it up with visuals that speak to the quieter moments – the focus before the storm, the satisfaction after a hard-won victory, the quiet determination that fuels ambition.
What Under Armour has nailed with their visual strategy is this: you’re not looking at a distant, untouchable brand. You’re looking at yourself, your struggles, your journey. You’re part of a community that gets it – the highs, the lows, and everything in between.
And that’s precisely what makes their visual content not just engaging, but deeply personal and inspiring.
2. Consistent Messaging
If there’s one thing Under Armour nails time and again, it’s their unshakeable consistency in messaging.
Dive into their Instagram feed, and you’re diving into a world where resilience echoes through every post, story, and campaign. It’s not just about sportswear; it’s about the spirit that drives every athlete – and indeed, every individual – to strive, to push, to overcome.
Take their “I WILL” theme, for instance. It’s not just a catchy tagline; it’s a mantra that resonates with every single person out there pushing their limits. “I WILL” what?
The answer is as diverse as their audience: I WILL succeed, I WILL fight back, I WILL endure. The brilliance of it? It’s a blank check for determination, waiting for you to fill in the blanks with your personal goals.
This consistency goes beyond mere marketing. It’s a commitment, a steady hand on your back, pushing you forward. It’s a voice saying, “We know the grind, the sweat, the tears. We’re with you.”
And this, folks, is how Under Armour Instagram marketing doesn’t just sell a product but sells a promise – a vow of unwavering support on your journey to greatness. It’s not just consistent; it’s consistently inspiring.
Apart from consistent messaging, Under Armour is also very consistent with its posting schedule. They post an average of 1 post daily.
3. Engaging Hashtags
Hashtags are more than just trendy catchphrases; they’re powerful tools that can spark engagement, build communities, and intensify a brand’s message. Under Armour, with its keen understanding of this, has turned hashtags into an art form on their Instagram.
Take #IWILL, for instance. It’s not just two words; it’s a declaration, a commitment. Every time someone uses it, they’re making a promise to themselves and the world.
Whether it’s about pushing through a tough workout, achieving a personal goal, or overcoming challenges, #IWILL is a rallying cry for determination.
Then there’s #RuleYourself. It’s all about taking control, being the master of your destiny, and not letting anything hold you back. It’s a mantra for self-discipline and personal growth.
Here are some of the best-performing Instagram hashtags used by Under Armour.
What’s genius about these hashtags is how they encourage interaction. They’re not just about Under Armour; they’re about the community.
Every time someone uses these hashtags, they’re sharing a piece of their journey, their struggles, and their victories. It creates a ripple effect, with more and more people joining in, sharing, and engaging.
4. Strategic Use of Influencers
When it comes to Instagram marketing, influencers are the game-changers, and Under Armour plays this game exceptionally well. Their strategy isn’t about just any influencer; it’s about the right influencer.
On their Instagram, you’ll see a lot of individuals who are more than just famous faces; they’re a representation of what the brand stands for.
Take, for example, the iconic Dwayne “The Rock” Johnson. He’s not just a movie star; he’s a symbol of relentless hard work and discipline, resonating perfectly with Under Armour’s “#IWILL” spirit.
Then there’s the remarkable story of Michael Phelps, the most decorated Olympian of all time, who overcame personal struggles to achieve greatness, perfectly aligning with the brand’s message of resilience.
But it’s not just about star power. It’s about authenticity and alignment with the brand’s values. Each influencer, whether it’s an elite athlete like Stephen Curry or a rising star in fitness, brings credibility and a unique audience to the table. They share their journeys, their setbacks, and their wins, and in doing so, they tell Under Armour’s story.
This strategic partnership with influencers is a masterstroke because it’s genuine. It’s not about products; it’s about shared values and inspiring stories that resonate with people everywhere. And that’s the kind of influence that makes a real impact.
Even, when we analyzed the top-performing Instagram posts of Under Armour, most of them were influencer partnership posts.
5. User-Generated Content
One of the most authentic forms of engagement on social media is user-generated content (UGC), and Under Armour makes the most out of it on its Instagram. But why is UGC such a big deal?
Well, it’s simple. It’s real. It’s content created by everyday folks who love the brand, not some ad agency. And that? That’s gold for authenticity.
Under Armour’s approach is genius. They’re not just featuring their products; they’re featuring their customers’ stories, their victories, and their journeys.
Take a scroll through their feed, and you’ll see posts from people all over the world, sporting their gear, and sharing their “I WILL” moments. It’s powerful because it’s personal.
But here’s the kicker: Under Armour isn’t just passively waiting for this content. They’re encouraging it. With calls-to-action like “Share your story,” and hashtags like #IWILL, they’re actively building a community. They’re saying, “Hey, you’re a part of this. Your story matters.”
And the impact is two-fold. Not only does UGC provide authentic, relatable content for the brand, but it also makes the customer a star. It’s a spotlight on the very community that builds the brand, and that’s a win-win in any playbook.
So, here’s to the power of sharing real stories – the struggles, the victories, and everything in between. That’s the heart of Under Armour’s community and, indeed, its success.
6. Product Promotion
When it comes to product promotion, Under Armour plays it smart on their Instagram. It’s not just about flashing their latest gear; it’s about weaving those products into a narrative or an event that their audience cares about. They’re selling more than just a product; they’re selling an experience, a part of a story.
For instance, when there’s a major sporting event, like the Olympics or the NBA Finals, Under Armour is right there, linking their products to the event.
They might showcase an athlete wearing their latest line, coupled with a powerful story or a significant moment from the event. It’s seamless – you’re drawn in by the story, and oh, look at those shoes!
They’re also masters at creating a sense of urgency. They’ll use phrases like “limited edition” or “grab yours” with a call-to-action that takes you straight to their website. And it’s not pushy; it’s part of the narrative like you’re grabbing a piece of that story, that moment.
But what really stands out is how they use trending hashtags to amplify their promotions. They’re not just using generic tags; they’re tapping into what’s hot right now, making their products part of the broader conversation.
Under Armour’s product promotion isn’t just selling; it’s storytelling, with the product as the hero. And in a world where we’re sold to every second, this kind of promotion feels fresh, authentic, and yes, irresistible.
7. Storytelling
Storytelling is an art, and Under Armour is a master artist, especially on their Instagram. But why stories, you ask?
Well, stories are relatable, emotional, and incredibly human. And Under Armour gets that. They know that to truly connect with their audience, they need to tug at those heartstrings.
Take a look at their Instagram posts. They’re not just ads; they’re narratives. You’ll see stories of victories, resilience, and unbeatable human will.
Like that of Misty Copeland, who shattered stereotypes to become a principal dancer despite not fitting the “ballerina mold.” Or Michael Phelps’ powerful depiction of mental health struggles, breaking the stigma and showcasing vulnerability in strength.
But it’s not just about the big names. Scroll through their feed, and you’ll find stories of everyday heroes, regular people who are pushing their limits, breaking their barriers, and living the “I WILL” ethos. It’s real, and it’s inspiring.
What Under Armour does with storytelling is create a world where everyone can be a hero, where every challenge overcome is a story worth telling. It’s not just marketing; it’s a celebration of the human spirit.
And in that, they don’t just build a customer base; they build a community, a family bound by the shared narratives of struggle, perseverance, and triumph. That’s the power of storytelling, and Under Armour wields it wonderfully.
8. Using Different Types of Posts
Diversity is the spice of life, and Under Armour’s Instagram feed is a testament to that. They truly leverage the variety of content formats Instagram offers, ensuring their audience always has something fresh and engaging to interact with.
First off, their videos. They’re not just any videos; they’re stories, moments, snippets of inspiration. Whether it’s a behind-the-scenes look at an athlete’s training routine or a heart-pounding clip from a major event, their video content is a visual treat.
And it’s no surprise that this is where they see maximum engagement. There’s something about motion and sound that just draws you in, right?
But they don’t stop there. Carousels allow them to tell a richer, more detailed story, taking followers on a journey slide by slide. It’s like flipping through a digital storybook, each slide adding a new layer to the narrative.
And of course, their single images, each one a snapshot of a moment, an emotion, a win. Recently, they’ve been diving into Instagram Reels, tapping into the platform’s latest feature to deliver bite-sized, high-impact content.
9. Real-Time Event Promotion
In the fast-paced world of social media, timing is everything. Under Armour knows this all too well, expertly using their Instagram to tap into the pulse of real-time events. But what does this look like in action? Well, it’s all about relevance and resonance.
For example, during the Olympics, Under Armour is right there, cheering on their sponsored athletes and sharing their stories. They’re not just posting generic well-wishes; they’re providing context, background, and real-time updates.
It’s like you’re there in the stands, feeling the anticipation, the excitement, the heartbreak, the win.
And it’s not just the Olympics. Whether it’s the NBA Finals, the World Cup, or any major sporting event, Under Armour is there, making its presence known. They align their content with these events, making sure they’re part of the conversation. It’s real-time marketing at its finest.
But why does this matter? It’s simple. It keeps the brand relevant, relatable, and engaged with its audience. They’re not just a logo; they’re fans, supporters, and cheerleaders. They’re part of the community.
And in doing so, they capture attention, stay top-of-mind, and, most importantly, they’re seen as more than a brand. They’re a part of the experience, and that’s something you can’t buy with just any marketing strategy.
Conclusion
Under Armour’s Instagram marketing strategies stand as a testament to their innovation and ability to connect with audiences on a deeply human level.
From impactful storytelling to real-time event promotion, they have mastered the art of creating authentic connections. However, it is crucial for your brand to evaluate its position in comparison to such prowess.
This is where Predis AI Competitor Analysis can assist you. Our tool not only provides data but also offers valuable insights into your competitors’ strategies, enabling you to develop campaigns that engage and inspire.
In an intensely competitive landscape like Instagram, understanding your rivals’ tactics is not just advantageous; it’s essential.
Are you ready to elevate your game and potentially surpass industry giants like Under Armour on Instagram?
Predis AI is here as your trusted partner throughout this ambitious journey, helping redefine marketing excellence together.
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