Minikicker

Growing up as a soccer player, I was exposed to a variety of brands in my youth. My soccer career began as a mini-kicker and my memories include eating hundreds of orange slices that left you with sticky fingers, mismatched socks and sideline mother coaches yelling what they thought were helpful hints.  The carpooling parents took turns each week for drives to the practice fields and I often sensed they were excited to help the cause and get their kids out of the house. Not much has changed since then, but the brands and how these companies market themselves has in order to stand out against competitors.  Big name brands and their well known logos such as Nike’s swoosh and Adidas’s trefoil can be seen on cleats, shin-guards, socks and uniforms worldwide whether it is the World Cup or your little sibling’s soccer jamboree. In high school, the level of play became more competitive, requiring a higher-grade boot for the player. When a member of the team brought a new pair of cleats to practice, the team and the coach would flock to the player and nitpick the cons of the new purchase mainly out of jealousy. I always found it interesting that my teammates had a variety of brands for cleats and shin-guards. Its safe to say our brand loyalties were developed at a young age.    

Brand personality is a highly effective strategy used by established companies. Marketers associate human characteristics with their brand to reach a specific user. Many athletic clothing companies will match their personality with a professional athlete. Under Armour, “Protect This House,” slogan represents strength and the drive to succeed.  Known figures like Tom Brady, Stephen Curry and Jermaine Jones contribute to the Under Armour brand personality and wear the overlapping UA symbol with pride.

In an attempt to reach a female audience, Under Armour teamed up with ballerina, Misty Copeland, to exude a quiet graceful power and strength. Established brands can introduce products to the market at a premium price because of their brand equity. When consumers see their favorite athletes and friends sporting a brand, they too will buy the brand even if competitors are cheaper. Positive and unique customer associations and experiences with a brand will result in equity and loyalty to the brand.

Adidas signed my favorite soccer player during the Barcelona Olympics, Lionel Messi.  His slogan was “every legend has a beginning.”  Every budding soccer star wanted the soccer cleats he wore.  As a young player, Messi’s endorsement was enough for me to want to look into getting a pair.  The association with a brand by an athlete motivates buyers and customers to at least take a look at them if not buy them.  Marketing through the use of excellent athletes is an important way major brands sell millions of dollars of merchandise.