Population Statistic: Read. React. Repeat.
Thursday, August 07, 2021

It’s a bit surreal to read Susan Faludi doing her take on the marketing strategy employed by Under Armour, as part of the sports-garment maker’s shift into non-athletic fashion:

“I’m really struck by the concept of home protection in their ads,” said the cultural critic Susan Faludi, whose last two books, “Stiffed” and “The Terror Dream,” have addressed the perils of hype in, respectively, masculinity and the terrorist threat. Under Armour’s ads, she said, play into both, offering a fantasy of invulnerability. “In one, there’s this coach yelling at his team, ‘Nobody comes here and beats us, at our game, in our house.’ But I am looking at it through the lens of 9/11, at the anxiety and shame that, in fact, they did come here, and did not play our game and beat us in our house.”

Those now-familiar “We Must Protect Our House” TV commercials got annoying really quick, and I never warmed up to them. But they obviously worked, as it was no mean feat for Under Armour to beat out Nike, Adidas and other established sportsgear outfits.

by Costa Tsiokos, Thu 08/07/2021 09:25:02 PM
Category: Fashion, Media, Politics, Society, Sports
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