Armour CMO's guest appearances

Armour CMO

Marketing Today with Alan Hart

HotTopics.HT: Meaningful Business

Seth Godin

Jill Thomas

Ryan Leslie

Bob Hoffman

Paul Smith

Grant Johnson

Ryan Bonnici

Daryl Evans

Peter Shankman

Tom Goodwin

Cal Fussman

Steve Lucas

Drew Neisser

Mark Barden

Greg Norman

OwlTail

Andy Donkin

Andy Donkin joined Under Armour as CMO in August of 2016 after a five-year stint in brand and mass marketing at Amazon. In this podcast, Donkin touches on authenticity and how important it is for brands and marketers, especially in capturing the hearts and minds of younger consumers: “When you talk to kids who actually wear the brand, there's this belief that they can do anything. And we fuel that belief.” He goes on to say, “I think for younger consumers, they tend to look for something that represents them. And I think what we've been able to do through our authenticity is mean something to those kids and those younger adults.”He also discusses what brands must do to survive and thrive in this modern-day business crucible: “Today, you can burn down a brand in about a week, if you get it wrong. That platform that you're building can be very volatile.” He then adds, “So that means you have to build an organization that's very nimble, very flexible, can learn and adapt quickly, and really become an experimentation engine.”Highlights from this week's “Marketing Today” podcast include:Under Armour: Where it is and where it's going. (4:09)Data and apparel: Blending the digital and the physical. (7:15)  Cultural currency at the intersection of athletics and lifestyle. (9:34)  Authenticity: Be true to yourself, even if it's controversial. (12:32)  It's a heartbeat: The role of an internal agency. (17:35)  What drives Donkin? Innovation, curiosity and giving back. (20:34)  Common themes of admired brands: A founder who is still involved and a focus on reinvention and risk taking. (22:30)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.  Hosted on Acast. See acast.com/privacy for more information.

<a href="https://www.linkedin.com/in/andrew-donkin-9a687ba/" rel="nofollow" target="_blank">Andy Donkin</a> joined Under Armour as CMO in August of 2016 after a five-year stint in brand and mass marketing at Amazon. In this podcast, Donkin touches on authenticity and how important it is for brands and marketers, especially in capturing the hearts and minds of younger consumers: “When you talk to kids who actually wear the brand, there's this belief that they can do anything. And we fuel that belief.” He goes on to say, “I think for younger consumers, they tend to look for something that represents them. And I think what we've been able to do through our authenticity is mean something to those kids and those younger adults.”He also discusses what brands must do to survive and thrive in this modern-day business crucible: “Today, you can burn down a brand in about a week, if you get it wrong. That platform that you're building can be very volatile.” He then adds, “So that means you have to build an organization that's very nimble, very flexible, can learn and adapt quickly, and really become an experimentation engine.”Highlights from this week's “Marketing Today” podcast include:<ul><li>Under Armour: Where it is and where it's going. (4:09)</li><li>Data and apparel: Blending the digital and the physical. (7:15)  </li><li>Cultural currency at the intersection of athletics and lifestyle. (9:34)  </li><li>Authenticity: Be true to yourself, even if it's controversial. (12:32)  </li><li>It's a heartbeat: The role of an internal agency. (17:35)  </li><li>What drives Donkin? Innovation, curiosity and giving back. (20:34)  </li><li>Common themes of admired brands: A founder who is still involved and a focus on reinvention and risk taking. (22:30)</li></ul><a href="https://www.patreon.com/marketingtoday" rel="payment nofollow" target="_blank">Support the show: https://www.patreon.com/marketingtoday</a>See <a href="https://omnystudio.com/listener" rel="nofollow" target="_blank">omnystudio.com/listener</a> for privacy information. Become a member today and listen ad-free, visit <a href="https://plus.acast.com/s/marketingtoday" rel="payment nofollow" target="_blank">https://plus.acast.com/s/marketingtoday</a>. Hosted on Acast. See <a href="https://acast.com/privacy" rel="noopener noreferrer nofollow" target="_blank">acast.com/privacy</a> for more information.

38: Under Armour CMO Andy Donkin: “Find what’s working and hit the gas”

Since its creation just over two decades ago, Under Armour has firmly established itself as one of the world’s most innovative global sports brands. With annual sales figures now worth around $4 billion, the company now stands toe-to-toe with rival juggernauts like Nike and Adidas.In his interview with Hot Topics, in association with Fits Me, Andrew Donkin discusses how despite being a relatively late comer to a highly competitive sector like sporting apparel, Under Armour have managed to identify gaps and opportunities in the market, target the appropriate groups of consumers and then develop a proposition which has succeeded against powerful and well-established competitors.

Since its creation just over two decades ago, Under Armour has firmly established itself as one of the world’s most innovative global sports brands. With annual sales figures now worth around $4 billion, the company now stands toe-to-toe with rival juggernauts like Nike and Adidas. In his interview with Hot Topics, in association with Fits Me, Andrew Donkin discusses how despite being a relatively late comer to a highly competitive sector like sporting apparel, Under Armour have managed to identify gaps and opportunities in the market, target the appropriate groups of consumers and then develop a proposition which has succeeded against powerful and well-established competitors.

The Growth Paradox part II: Under Armour CMO