BOYNEXTDOOR Goes Global as Under Armour Ambassadors
Under Armour, one of the biggest sportswear brands worldwide, have appointed K-pop success BOYNEXTDOOR as its newest global brand ambassadors.
The six-member music group will be the faces of Under Armour’s ‘Commit’ campaign which will be distributed across the Asia-Pacific region (APAC).
The campaign integrates performance and lifestyle, reflecting Under Armour’s brand position as the intersection of athleisure and everyday wear.
Both Under Armour and BOYNEXTDOOR say they view this collaboration as a natural alignment rooted in a shared commitment to personal growth and relentless drive.
The partnership encourages athletes to ‘Commit’ to growth and style
The ‘Commit’ campaign rollout has commenced with a group hero film centring Under Armour’s advertising. The hero film is then followed by individual videos and visuals designed to highlight each group member’s unique story and personality.
BOYNEXTDOOR says: “We’re excited to begin this new journey with Under Armour. We have always believed in putting our own ideas and energy into everything we do and in showing who we really are through our music and performances. The message behind ‘Commit’ feels especially meaningful to us because it is about continuing to give your best to what you love. We look forward to sharing more of our own style and energy through this partnership.”
The campaign has been designed to signal an evolution within the sportswear brand and how it defines athletic performance. Steering away from the glamour of winning and receiving trophies, its campaign highlights the foundation of any success – the intrinsic motivation that pushes people every single day.
With slogans such as ‘Commit to style’, ‘Commit to movement’ and ‘Commit to tomorrow’, BOYNEXTDOOR and Under Armour emphasise its meaningful messages to consumers. Proving that style doesn’t have to suffer simply because of athleticism, the partnership is bringing motivation and driving sales.
Under Armour’s reactive marketing strategy
K-pop music has surged in popularity over the past few years and it is impossible to notice the younger generations steering towards Korean pop groups in their music taste.
Under Armour has certainly noticed it.
Choosing a K-pop sensation to represent your brand is not a coincidental choice. It is strategic.
As global ambassadors, BOYNEXTDOOR will bring its own demographic to Under Armour’s reach and cause the brand to increase its visibility to the younger generation as a result.
Simon Pestridge, Chief Marketing Officer and Managing Director, APAC, of Under Armour comments: “BOYNEXTDOOR brings a youthful energy that feels both fresh and deeply authentic. We are excited to welcome them to the brand and to explore how their distinct perspective can help us express performance in new and meaningful ways for consumers around the world.”
To support its new ‘Commit’ campaign, Under Armour is also advertising the launch of its new ‘The Bouncy Tee’. The product has been designed to ensure comfort in both athletic and casual settings, once again positioning the brand in as large of a marketing segment as possible.
Merging K-pop culture with performance sportswear is an exciting development for Under Armour and will reflect a wider growth worldwide as they continue to experiment with pop culture collaborations.
