28
Feb
14

Under Armour Handled Olympic Crisis With Speed

When Under Armour produced what was proclaimed to be the fastest speedskating suit in the world, they must not have meant if U.S. Speedskating wore them.

The highly favored U.S. Speedskating team finished with shockingly disappointing results in the Sochi Olympics, failing to finish higher than seventh in any race, other than claiming a silver medal in the men’s 5,000-meter short-track.  Several explanations for the lackluster performance have been suggested, but the explanation that has caught the most fire centered around the high-tech “Mach-39” speedskating suits engineered by Under Armour and Lockheed Martin (http://usat.ly/1jMViOT).

Image

As a result of U.S. Speedskating’s performance, the suits were dumped midway through the Olympics and the team returned to the Under Armour skin suits used in previous competitions (http://wapo.st/1c5a6DF). Major complaints about the suits’ vents in the back, claimed they were letting air in and decreasing aerodynamics.

In response to the athletes and media’s outburst, Under Armour took action to protect its products, sales and brand image (http://usat.ly/1e23e9Q). While the crisis gained exposure across digital and print media, Under Armour implemented key tactics imperative in crisis communication management. Among these, timely responses and well-planned messages were key.

In response to the allegations, Under Armour stayed consistent with the brand’s image; stating it strives to produce the highest quality sportswear to its consumers and professional athletes.The brand was also strategic in its defense by offering help to the team, showing the brand acknowledges it may have been to blame for U.S. Speedskating’s poor performance. By focusing on continuing a relationship and providing them with support, Under Armour appeared genuine and human.

Another key tactic when implementing crisis communication is recognizing a spokesman for the brand and providing media strategy. Under Armour did this exceptionally well through CEO Kevin Plank. Under Armour set up a phone interview with Plank that can be seen in the video below (http://dailym.ai/1jOhoDv).

Screen shot 2014-03-03 at 3.53.55 PM

Plank’s obvious media training showed well during the interview and paid off to reinforce Under Armour’s brand identity. He did an impressive job of keeping the interview centered on the brand’s mission and efforts to maintain its relationship with U.S. Speedskating.  In a crisis, media training should entail defining key messaging, pre-media interviews and carefully crafted responses to anticipated questions.

Moving forward, it’s imperative for Under Armour to sustain credibility of its products. There is no evidence supporting the skaters’ speculations, and their performance even after they returned to the old suits does not support their claims. With lack of evidence, Under Armour should perform multiple tests on the suit, specifically with the back vent and athletic stability of the materials used. By providing credibility, Under Armor will protect its product value and sponsorship of future Olympic teams.

Crisis can happen at any time – being prepared for when a crisis hits is essential to protect your brand. Do you need a crisis plan for your company? Let Weise help – visit www.weiseideas.com or email tracy@weiseideas.com.

Do you think the Under Armour suits were to blame for U.S. Speedskatings’ results? Tell us below and on our Facebook page.


30 Responses to “Under Armour Handled Olympic Crisis With Speed”


  1. April 28, 2014 at 11:19 am

    I like it whenever people come together and share ideas.
    Great website, keep it up!

  2. April 29, 2014 at 11:51 am

    Hi there! Do you use Twitter? I’d like to follow you if that would be ok.
    I’m definitely enjoying your blog and look forward
    to new updates.

  3. April 30, 2014 at 4:43 am

    The variety oof different configurations of
    Windows Mobiole phones is not limited tto the keypad,
    apart from the standard “candy bar” configuration, there are flip phones,
    slider phones, vertical and horizontal layout and many other different features.
    According to a recent survey conducted by Appcelerator, 88 percent vendors claim that facilitating engaging user experienhe iss equally important for enterprise
    apps similar to what consumers expect from standard apps.

    If someone is looking to change their mobile phone then this is a beest chanjce for him because
    offers on mobile phones are going on due to festival season.

  4. May 6, 2014 at 1:09 pm

    Thanks for some other informative web site. Where else may just I get that type
    of info written in such an ideal manner? I’ve a undertaking
    that I am just now operating on, and I have been on the glance out for such info.

  5. May 8, 2014 at 3:19 pm

    cheap watches replica
    I will right away take hold of your rss as I can not in finding
    your e-mail subscription link or newsletter service.
    Do you’ve any? Please permit me understand so that I
    may subscribe. Thanks.

  6. May 22, 2014 at 1:19 am

    I all the time used to read article in news papers but
    now as I am a user of internet thus from now I am using net for posts,
    thanks to web.

  7. June 3, 2014 at 3:24 pm

    I am sure this post has touched all the internet visitors, its really really nice piece of writing on building up new web
    site.

  8. June 5, 2014 at 7:37 am

    As the days went by I started receiving an average of 2-3 surveys per day.
    Remember to check your email at least once a day if not twice because most companies do have deadlines
    for which a survey needs to be completed. Surveys are good paying when they already recognized you
    as an avid survey taker.

  9. June 12, 2014 at 5:42 am

    Shock hair loss is generally caused by physician error when doing the treatment,
    so picking a physician who understands exactly what they
    are doing is essential. Traction Alopecia (often caused by excessive or tight braiding
    or ponytails). The Hair Transplant Network gives an estimate of $4 to $8 per graft for a FUT procedure and $6 to $10 per
    graft for a FUE procedure.

  10. June 21, 2014 at 7:11 pm

    excuse for that I interfere … here recently but this theme is very close to me, Is ready to help. Kelp supplements Vitamin

  11. June 23, 2014 at 8:27 am

    On the other hand, a quality of long standing durability and
    features like color & clarity of acrylic beads is much better than the glass beads.

    Indeed, Roberto Cavalli has drawn its own spot as one of Hollywood’s most sought-after Italian fashion brands.
    Make room for your trendy new wardrobe by going through your
    old clothes and getting rid of unwanted clothes.

  12. June 25, 2014 at 10:47 am

    Does your website have a contact page? I’m having trouble locating it but,
    I’d like to shoot you an email. I’ve got some suggestions for your blog you might be interested in hearing.

    Either way, great site and I look forward to seeing it develop over
    time.

  13. June 27, 2014 at 9:44 pm

    That is why you should focus on having social media
    success in your business. If you are looking for the reasons
    that why social media sites are the best option for marketing then there are many answer.

    It’s mostly a matter of sheer volume, although to some degree, you have to have a site with
    a really widespread appeal to succeed in social media marketing.
    Hold yourself to a strict timeline, posting at certain times or days
    of the week. For more practical and actionable advice from Swinton Counseling’s official blog, click here.
    (Here’s an article with more on choosing the right agency, released March
    19. Businesses should ideally use negative comments or criticisms positively
    and thereby strengthen interaction, rather than disregard or ignore them.
    Just make sure to offer a better deal than whatever they have going on. By
    exclusively using your stream for follow up and customer interaction purposes, you can satisfy your customer base,
    maintain a constant social appearance, and preserve your privacy
    at the same time. Social networking has come a long way
    from the days of My – Space, which was seemingly used exclusively by teenagers,
    or Facebook, which was believed to be exclusive to college students.

  14. July 2, 2014 at 3:39 am

    Most toilets will have a waterline that is etched into the tank wall to help as a
    guide. It’s very vital that you get Plumbing Alameda work made by a specialist.
    A new toilet will give the bathroom an up-date, sleek touch.

  15. July 19, 2014 at 11:43 am

    Hi there, the whole thing is going nicely here and ofcourse every
    one is sharing data, that’s actually fine, keep up writing.

  16. July 20, 2014 at 12:51 am

    Do you have a spam problem on this blog; I also am a blogger,
    and I was wondering your situation; many of us have created some nice methods and
    we are looking to swap solutions with other folks, be sure to shoot me an email if interested.

  17. July 23, 2014 at 11:48 am

    Rather than doing it themselves, many people would agree they
    need expert hands for the jobs. You are the only one
    will be hurt by this, so there is no reason not to be honest.

    As you’ll find when moving to Los Angeles, finding a bargain is akin to finding a goldmine.

  18. July 31, 2014 at 8:36 pm

    I have read so many content about the blogger lovers however this
    post is really a fastidious piece of writing, keep it up.

  19. August 8, 2014 at 7:40 pm

    HCG weight loss facility is an ideal method of losing weight.

    Pour into sterile fifty percent-pint jars,
    seal, and cool. Tacoma HCG weight loss has become the first
    choice of many Physicians and individuals seeking permanent weight reduction.

  20. August 11, 2014 at 3:09 pm

    Nonetheless, you’ll find particular benefits on employing laminated
    countertops. Take a look at one of our featured NJ home improvement projects in our kitchen remodeling gallery to get an idea about the quality and experience of
    our kitchen remodeling projects in NJ. For instance, in preparing
    for foods, knives might be used.

  21. August 14, 2014 at 11:40 pm

    When some one searches for his essential thing, so he/she
    wishes to be available that in detail, thus that thing is
    maintained over here.

  22. August 18, 2014 at 11:13 pm

    Almost all of this eating is out of habit, monotony, stress, urges
    depression or anxiety. Some of the complications of adjustable gastric
    band post-surgical treatment are nausea, vomiting, gastroesophageal reflux, stoma obstruction, constipation, dysphagia, diarrhea,
    and irregular stools. Weight loss supplements: Top 7 effective natural remedies you
    can try.

  23. August 19, 2014 at 8:40 pm

    Quality content is the key to interest the users to go to see the web page, that’s what this site is providing.

  24. August 21, 2014 at 5:34 pm

    Kegel exercises are designed to strengthen the muscles in the pelvic floor.
    For women with considerable height the tall yoga pants can provide comfort and durability.

    I always do pelvic floor exercises when I’m sat at my desk.

  25. August 22, 2014 at 6:25 pm

    Are you taking the CPA examination and fear that you’re not gonna pass it.
    There are lots of so called professionals that introduce themselves by names
    and their promising background although
    you do not have any idea who really are they. Sometimes, they may always demand for
    payment which according to them is to be used to cover up their expenses in finalizing the
    documents and even for their professional fees although you are really uninformed on the
    current status of the process.

  26. August 23, 2014 at 2:29 am

    For some women, losing hair is a symptom of a medical problem.
    However, genetics and male sex hormones do not fully explain the exact mechanism that
    will cause hair loss to start. The best secrets to great
    health is in quality, not quantity.

  27. August 26, 2014 at 10:45 am

    I loved as much as you will receive carried out right here.
    The sketch is attractive, your authored subject matter stylish.
    nonetheless, you command get got an nervousness over
    that you wish be delivering the following. unwell unquestionably come further formerly again as exactly the same nearly very often inside case you shield this hike.

  28. September 1, 2014 at 3:03 pm

    If you need a new roof, fence, windows or addition to your home George is the man to call.
    After hearing about George’s success we all
    agreed using a landing page along with direct mail marketing was
    something we are all going to try in the future.
    In this article I would like to spend some time on the real reason you send out
    direct mail.

  29. September 20, 2014 at 11:12 am

    One of the most popular and convenient methods is to hire an airport car service.
    If there was an alternative which surpasses the volume of this pool there would be no chic.
    If so, you’ll want to choose a limo service with a great reputation for
    reliability and dependability.


Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


Share The Side Note

Facebook Twitter More...

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 1,094 other followers

Weise Twitter

Archives


Follow

Get every new post delivered to your Inbox.

Join 1,094 other followers

%d bloggers like this: