under Armour with Nick Hood (10/13/2017)
By: Jessica Taylor
On Friday, October 13th, Nick Hood came in to TU-AMA to speak about his marketing career with Under Armour! Throughout the presentation, Nick hit 5 main points: the state of retail today, the history of Under Armour’s Brand House movement, Under Armour’s grassroots program, and the Under Armour interactive retail experience.
Starting off, Nick told us a little about himself. He graduated from Clemson University with a marketing degree, and received a job with Under Armour after working for them as an intern. During this time as an intern, Nick developed Under Armour’s grassroots program that is still being used today!
Nick then spoke about the troubling, slowly-crumbling state of today’s retail industry. In order to combat this plague, Under Armour chose to evolve around the problem by developing Brand Houses. Brand Houses are retail locations that display the brand’s best products, with the added bonus of build-in experiences for customers to interact with. An example of these built-in experiences includes OptoJump, which is an interactive, video game-like simulator that customers can use to test their running, reflexes, and jumping skills! Under Armour’s very first Brand House opened in 2013 in Harbor East, and today they have around 19 or 20 other locations across the country. Today, these Brand Houses have risen to become the company’s main source of revenue, and have certainly redefined the way Under Armour customers experience the brand itself!
Under Armour’s grassroots program is another unique and exciting aspect of the brand that Nick plays a personal role in implementing. The program started last summer when Nick launched it as Under Armour’s very first experience-oriented event program, which has also given the brand the unique opportunity to develop real relationships with its community. The grassroots program sponsors many different events, such as spin classes, mom-oriented workout programs, and “fit on the garden.” Nick has also cleverly incorporated product placement within these events, such as dressing their yoga instructor in Under Armour athletic wear. Although small, simple things like this serve to increase brand awareness and the likelihood of event-attendees purchasing that same, or related product. Smart!
Thank you again Nick, for coming out to TU-AMA to speak about your career! We wish you luck!