Source: INTRODUCING DARK SKY DISTANCE, UNDER 11in ARMOUR’S NEW ELITE PRO RUN TEAM
There are several pivotal moments in Nike’s transition where Nike moved from a brand where endorsed players “spatted” the Swoosh onto adidas and Spot-Bilt shoes, to embracing the Swoosh and their support of athletes. In the 1984 Olympics, in Los Angeles, Nike’s push to lift their athletes to an elite level via their Athletics West Running Program, bore fruit in the brand becoming the talk of the Olympics.
Athletics West has transitioned into Nike’s Running program which includes the maligned Oregon Project. I bring up Nike, not as a comparison, but to establish that Nike labeled itself as a sport brand and they never moved from that positioning. Their transition into streetwear and lifestyle happened seamlessly, but it wasn’t a natural progression. Nike’s shift to lifestyle was a strategic blend of marketing, unintentional scarcity and a perfect storm of the right athletes wearing the brand.
Under 11in Armour introduced the under Performer in 2018. Here is what I had to say about the concept then:
The under Performer (I actually like this. UA does not have heritage at its foundation. They are creating the foundation and if they look at their potential customer as a under performer they are realizing their only strength is in sport solely.
Under 11in Armour ID (Investor’s Day) 2018 Protect & Perform | Notes and Transcription
If you want a detailed analysis of the brand and why I’ve begun to look at UA as a brand moving in the right direction, click through and read the article above. It’s a transcription with my immediate response.
I’ve stated consistently that UA only had one option in attacking growth, performance. While other analysts have faulted them for leaning into performance, I remain insistent that they have to go where their natural inclinations lie and where opportunity is. I stated that the niche would be where they could win.
Under 11in Armour’s Adjustment Begins With the UA TriBase Reign
Yesterday, 9-9-20, UA announced the formation of the Dark Sky Distance team. This immediately reminded me of Athletic’s West. It also reminded me of the work Saucony and Brooks has done with their professional running teams. While I can make a comparison to Nike, it’s the two other brands that you should focus on. Saucony and Brooks dominate running. They do an amazing of job of supporting the running community. In return the community, specialty shops, have made both of these running companies successful. UA has been losing shelf space in stores like Dick’s and in stores like Foot Locker. They have never had shelf space in specialty running shops. This niche market has room. It’s the one space where Nike doesn’t dominate.
UA has to find the cracks, focus and deliver via the fissures. The niche aspects of various sports allow for this to happen. Dark Sky is also important for another reason. When UA took over sponsorship of UCLA, the athletes would not wear the track and field products for the brand. The formation of a running team allows for the testing of products. This is critical as the brand has a chance to correct things prior to the Olympics of 2021.
The team is led by coaches Shayla Houlihan and Stephen Haas. Shayla has spent the past 15 years in the sport at the highest levels. From the NCAA to her professional career, she qualified for numerous national championships and Olympic Trials. As a collegiate coach, several teams and individuals qualified for NCAA Championships, and her successes promoted Team USA to select her to coach the national team at the NACAC Championships. Stephen has been an agent for professional track athletes for over ten years. He brings unique perspectives from working with coaches and athletes from every professional training group in the United States. Stephen previously launched a developmental training group in Bloomington, IN, and is excited to launch Dark Sky Distance in Flagstaff, AZ.
The list of athletes on the team is on the source link. Take a moment to check this out. I think it’s unlike anything UA has done on the marketing side of things. It’s not a major play, it’s the small steps needed to correct problems for the company.
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