Winter Olympic Vancouver 2010 round up BaseLayer concludes: Under Armour Going for Gold – The Wint

March 16, 2010 - PRLog -- Now that the Vancouver 2010 games are over and the snow has finally settled we can take a look at how effective and well selected the Under Armour Winter Olympics 2010 campaign has really been, and if Under Armour did succeed in taking up the ‘BaseLayer Leader Board Challenge’.
The true effects of this year’s games will probably not be made apparent until the 2011 Q1 financial results and next year’s cold weather season is at its end.
With Under Armour showing strong consistent growth through the last three years driving sales through its peak season has clearly been what the brand is all about, now with its huge initiative with Georges St Pierre and the global phenomenon of Mixed Martial Arts, summer heat gear is also looking like it will take off in the same vain.
Let’s conclude on the Winter Olympics first though, with all references to endorsements and sponsorships put to one side for a moment, just how great was the achievement of all the athletes that took part in this year’s games. Its remarkable how these dedicated sportsmen and women often coming from different sides of the money track have fared; some with multimillion pound contracts some receiving just their bus fare home competing on a level playing field in what is a dangerous and often painful passion is immense. Well done to you all and thank you for the 17 days of excitement and enjoyment you gave us.
In answer to the original question posed a month ago by BaseLayer a UK based top sports apparel retailer, Under Armour if competing as a nation this year would of came 4th in the medal count with 6 golds, 5 silvers, and 6 bronze medals. This is of course is the endorsed team results, I’m sure the actual figure of athletes winning medals wearing Under Armour is much greater. So well done Under Armour – why so?
Well Under Armour actually managed to get medals in every event they had endorsements in other than snowboarding and the little known event of Skelton Bob, for those of you that haven’t heard of it its basically high octane one man sledging and only accounts for 2 of the 61 days Under Armour had coverage in. Team GB slid away with this event by getting Gold in the women’s finals. Incidentally this is the first individual medal winner for team GB since Robin Cousins some 30 years ago, congratulations Amy Williams for a truly great achievement.
After careful analyses Under Armour actually had 61 days in total of media coverage spanning seven sporting categories.  Ice hockey was a great choice with 16 days of coverage and home country legend Rick Nash spearheading team Canada on their turbulent way to Gold. This event also had the country at a standstill as the final smashed all viewing records in Canada since time began.
Curling although appearing to be on for the whole of the winter Olympics actually lasted for 12 days making it another great decision by Under Armour.  Two medals from two team endorsements equal another 100% success rate.
Lyndsey Vonn, Under Armours main event, took home two medals and a crash – probably more significant is the fact that she did crash and could still race again in the Super-G to get bronze – did her compression gear have a part to play in her recovery, BaseLayer would like to think so and myself included would probably agree. Understanding how their compression and recovery products work does help as I’m sure the product design had its part to play. Lindsey’s guts, fitness and strength notwithstanding, she has come out of this year’s games with flying colors and in one piece.
Which leads nicely to the Alpine events, Under Armour had 11 days of coverage and 8 medals, not bad at all. Basically an 80% medal conversion rate when looking at medal count to actual opportunities, from the start this event was seen as the major focus for BaseLayer and it certainly delivered.  With the whole of team USA kitted out in Under Armour base layers, it doesn’t leave much room for a logo but at least they were kept snug, warm and compressed.  Seriously though, a tremendous result for Team USA whilst storming through the downhill card they gave winning performance for team Under Amour.
Freestyle events were also a winner as Team UA got 4 medals from three disciplines with televised coverage totaling eight days. Team USA were kitted out in base layers, mock turtle necks, leggings and uniforms so from the start clearly Under Armour recognized there true potential.
Bobsled again had 100% success with only 8 days of televised coverage and 2 possible finals taking two medals, but that’s with full uniform and surrounding hype. Global PR again working to its true maximum by as much air time being given to the athletes as it was to their star spangled suits.
So with a total of 17 medals in the bag, the answer to BaseLayers original question is 4th, team UA finished just above Austria with all but two events bringing home silver wear. Under Armour had in the end chosen wisely. They didn’t top the leader board but they did do themselves a great service in brand awareness as their athletes truly performed when it counted.
If I were a betting man after this year’s Winter Olympics I would probably check Under Armours endorsements first before ever parting with any money, let’s hope they are wrong come March the 27th when fearless brit Dan Hardy takes on UFC champion GSP at UFC 111.

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