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The story of Under Armour vs Nike is one of my favourties, demonstrating why understanding and crafting a clear brand position can give you a substantial edge over the competition. Brand positioning is more than a marketing strategy; it’s a cornerstone of your business’s identity and a crucial determinant of its success in the marketplace. Let’s dive in…
At its core, brand positioning is about carving out a distinct place in the market and in the minds of consumers that differentiates you from your competitors.
It’s what makes your brand recognisable and preferable. It’s not trying to be the best at everything, it’s nuanced. It’s about doing SOMETHING better or different.
I’m going to assume you know or have heard of brand positioning. To most people in business it’s a fancy buzz word shrowded in mystery. However, the purpose of this article is to guide you towards thinking about your brand position in a way that can you actually take action.
Back in 1996, Kevin Plank, a former college football player, embarked on a mission to challenge the giants of the sports apparel industry like Nike, Adidas, and Puma. His goal was to create a global brand distinguished not just by its products but by its unique position in the market.
With that in mind – let’s break this down.
Many entrepreneurs attempt to copy the giants of their industry on a surface level. However, the key to rapid and sustainable growth lies in pinpointing what makes you different and leveraging that.
Kevin Plank did exactly this. He identified a significant gap in the market: athletic wear that kept athletes cool, dry, and comfortable.
This recognition led to the introduction of moisture-wicking technology in garments, a breakthrough that would define Under Armour’s market entry.
This example illustrates the importance of differentiators in brand positioning.
By focusing on a specific product feature that was neglected by others, Under Armour was able to carve out a niche for itself and gradually expand its market reach.
Already have a product that's different or better in some way?
So let’s assume you have a product or service with a difference. The next step is to understand how you will appeal to the market. The words you use and the stories you tell in your marketing (connected to your brand strategy) are the lifeblood of communicating your difference.
Let’s demostrate this now by showing Under Armour’s Brand Voice (which is key to your positioning) vs the brand voice of Nike.
Under Armour vs Nike - Brand Position Details
EMOTIONAL BRAND POSITIONING FOR NIKE:
Audience Desires
Nike has long built its brand on the emotional platform of inspiration and achievement, epitomised by its slogan ”Just Do It.” This emotional appeal targets those who see sports not just as an activity, but as a way of life and a pathway to self-improvement and personal victory.
But what about those who relate more to the struggle and the grind than the victory? This is where Under Armour found its niche.
EMOTIONAL BRAND POSITIONING FOR UNDER ARMOUR:
Audience Desires
To differenciate from Nike’s brand position, Under Armour tapped into the “underdog” narrative. Their message was often about “earning it,” about hard work, grit, and the grind it takes to become great.
This could resonate with people who felt that success is hard-won rather than bestowed, a different message to Nike. This nuanced approach to their brand positioning was crucial.
And it’s this approach that will help you take on the titans in your industry. Let’s go into more details so you can start
Most business owners start with a logo however, when we look at the mechanics of iconic brands, it’s important to understand that the logo is there to offer a psychological shortcut for memory recall of a brand with depth and meaning.
The Under Armour logo is a simple but powerful “U” and “A” intertwined. It became an emblem for determination, hard work, and performance. Unlike Nike’s swoosh, which embodies movement and grace, Under Armour’s logo has a more industrial, rugged feel that can signify resilience and grit.
Let’s compare the difference in strategies…
Emphasis on tangible benefits like moisture-wicking and temperature control.
Emphasis on tech and innovation rather than copying Nike.
Approachable, less corporate, underdog brand story.
Apparel for multiple sports; inclusive.
Underdog narrative; the grind and grit it take to win.
"U" and "A" to signify resilience and hard work.
Innovating for top performance but in a sleek and stylish way. Victory focused.
Established leader; less focus on disruption.
High-profile, aspirational, elite.
Gear for specific sports, somewhat exclusive feel.
Inspiration and achivement; the glory of victory.
Swoosh; signifies movement, grace and aspiration.
Positioning is one of the many essential parts that forms the engine that drives business performance. Let this shape your thinking when it comes to building your brand.
If you’d like to know more about branding, grab my free guide, “Beyond the Logo: Iconic Brand Mechanics” from here
Discover the secrets behind iconic brands and start your journey today. With this guide, you can:
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