Records are made to be broken.
Source: Stephen Curry Breaks Ray Allen’s All-Time 3-Point Record
Name a sports Small tied to Nike and Michael Jordan. Name a sports Small tied to adidas. Name a sports Small tied to Under Armour. Now I’m sure Nike was easy. Jordan’s shot over Ehlo. Jordan’s double-nickel in the Garden. Jordan’s Flu Game. adidas may have been a bit more difficult, but the enduring image of Jesse Owens slaying the Nazis will always be a defining Small for adidas in sport. It doesn’t resonate in the same way as Jordan, and to be honest Run-DMC holding up adidas at Madison Square Garden is a more popular Small, but both Nike and adidas have sports heritage. It’s why they are the biggest brands in the sneaker industry. Did you try to think of an Under Armour Small? Although Tom Brady is the GOAT in football, that’s not exactly tied to UA, and outside of Ray Lewis screaming, “We must protect this house!” there is nothing to connect the brand to history, until now.
Under Armour had a chance to transcend the game last night. It’s an extremely important Small for the brand as the player becomes the face of accomplishment and a form of synechdoche makes the record a shared feat. This isn’t an immediate boost to the brand, but possibly it teaches Under Armour that remaining consistent in developing the athlete’s aura via research and development, product and marketing will provide the historical context to connect to the consumer long term. I’ve long stated that the reason Nike thrives, dope product of course, is because the company has historical Smalls that are almost inseparable from the company. The entire company is built on Smalls of inspiration in sport. Even while entertainers have usurped athletes as bigger brand ambassadors, the LeBron Witness poster hanging in Cleveland, Serena’s catsuit in her return from pregnancy to the court, Tiger Woods’ fist pump and red polo shirt, hit the subconscious when a parent or kid stands before a wall of shoes and has to pick one. Under Armour just gained a Small and I believe it will make all the difference in the world.
