Under Armour Lab96 Studios: Athletic Stories & Innovation
- Under Armour, a long-time supplier to professional athletes across leagues like the NFL and MMA, is expanding its marketing strategy.
- The initiative aims to connect with younger demographics - Gen Z and Gen Alpha - who are increasingly less receptive to conventional advertising.
- Under Armour's move reflects a broader trend in marketing, were brands are investing in content creation to build deeper connections with consumers.Traditional advertising is losing...
Under Armour Launches Lab96 Studios to Engage Gen Z and Gen alpha
Under Armour, a long-time supplier to professional athletes across leagues like the NFL and MMA, is expanding its marketing strategy. The company is launching Lab96 Studios, an in-house content studio designed to create promotional content that moves beyond customary television commercials.
The initiative aims to connect with younger demographics – Gen Z and Gen Alpha – who are increasingly less receptive to conventional advertising. Tyler Rutstein, Senior Vice President of Global Brand and Americas Marketing and the studio’s Executive Producer, stated the goal is to increase brand visibility through content that resembles traditional entertainment.
Shifting Marketing strategies
Under Armour’s move reflects a broader trend in marketing, were brands are investing in content creation to build deeper connections with consumers.Traditional advertising is losing effectiveness with younger audiences who prefer authentic and engaging content. Lab96 Studios is positioned to capitalize on this shift by producing content that resonates with Gen Z and Gen Alpha’s preferences.