Under Armour turns to podcasts and long-form content in bid to ‘re-center’ global brand- Tempemail – Blog – 10 minute

After years of pushing its products and tech, Under Armour is re-investing in its central brand with a new global platform and its first foray into podcasting.
Its latest campaign, ‘The Only Way is Through’, aims to realign the sports label as one that truly understands athletes’ drive to push limits – to break “through” pain and mental barriers.
It features a wide array of star athletes, including basketball MVP Stephen Curry, swimming legend Michael Phelps and volleyball world champion Zhu Ting, who star in a fast-cut hero film that places them all in their natural, blood-pumping environments.
It was created in-house under chief marketing officer Alessandro de Pestel and vice-president of global brand creative, Brian Boring.
Boring said it was important for this campaign to be built internally, given it is not just a seasonal initiative. The in-house agency, which he dubbed a “muscle” that is growing again after leaning on various agencies for the past decade, was tasked with “re-centering” the brand around an emotional focal point.
This led to the creation of an entirely new global platform.
“In the last few years we’ve thrown a lot of different campaigns out there and we’re thrown a lot of different messaging out into the marketplace,” said Boring. “A lot of it was product focused and a lot of it was category focused, and we didn’t really have one centralized theme that all of our athletes and out brand could rally around.
“That’s something we’d done really well in the past and we wanted to get back to that. We wanted to make sure we had one central idea that all of our storytelling could ladder off of and just get back to what makes us really strong.”

This regrouping comes at a salient time for the business. Former chief operating officer Patrik Frisk was named chief executive on 1 January after incumbent Kevin Plank stepped back into the role of chairman and brand chief.
The announcement of the C-suite reshuffle came on Under Armour’s Q3 2019 results, which – despite beating guidance – caused stocks to dip. The earnings led Yahoo to dub the company ‘a brand in crisis’, while a number of commentators took the 4% drop in North America revenues as a sign the brand was struggling to compete with the likes of Nike and Adidas.
So now, the company is taking its commitment to high performance athletes and placing it front and center of its campaigns, rather than letting its technical innovations and fashion trends take the spotlight. Other brands, he believes, “are not as dedicated” to this kind of consumer.
This strategy will be supported by a “360-degree approach to marketing”, said Frisk.
“We’ll go and market ourselves across every channel that we need to market ourselves across to make sure that we’re increasing consideration with the consumer,” he told investors in November.
“It will be a holistic approach to both upper-funnel marketing and also sports moments marketing, where you’ll see Under Armour show up where our athletes show up.”

Under Armour has put significant investment behind ‘The Only Way is Through’, flying teams around the globe to capture its roster of athletes in their natural environments and cashing out on a wide-ranging media plan.
Alongside out-of-home and OTT streaming buys, the brand is trialing new formats in order to get consumers engaging deeper with its athletes and – consequently – the brand. It’s launching its first podcast with iHeartRadio, which will act as a platform for elite athletes to tell stories of their training success.
The series, which will launch as an eight-parter, will be hosted by the lauded intererviewer Call Fussman. Boring hopes the format will offer up a “captive audience” and allow the brand to experiment with long-form storytelling for the first time.
Similarly, Under Armour has brokered a deal with The Players’ Tribune, where the brand’s stars will write about their experiences in sport. It’s also ramping up its investment in experiential in order to give consumers better access to its athletes, trainers, grassroots and collegiate partners.
“And we’re doing some unique, longer format storytelling through YouTube,” said Boring.
“So, we have many different formats and lots of different content. It’s going to sustain throughout the year – it’s big, it’s powerful and we’re really excited about it.”

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Forever 21 turns to e-commerce after retail failures- Tempemail – Blog – 10 minute

Fast fashion brand Forever 21 has announced its e-commerce strategy targeting consumers in Canada, Asia Pacific and Latin America.
The embattled millennial-focused brand filed for Chapter 11 bankruptcy protection in the US in 2019 and shut 350 of its 815 global stores. It blames substantial real-estate cost, and lagging innovation and sustainability efforts for the troubles it faced.
It has now tapped e-commerce specialist Global-e to work on an improved and localised e-commerce experience for international shoppers.
According to Forever 21, implementing Global-e’s cross-border e-commerce solution will allow it to provide its customers in Canada, APAC and LATAM with an enhanced online shopping experience based on local market’s characteristics and shoppers’ preferences.
This includes supporting more than 95 currencies, over 150 local and alternative payment methods, tax and duties calculation with an option for real-time pre-payment at checkout, localised checkout in 21 languages, a wide-range of shipping methods and easy returns process.
Furthermore, with Global-e, Forever 21 can now tailor its offering per market according to its marketing strategy and business goals, including running market-specific promotions.
“E-commerce forms a large chunk of the profitable core of our operations and as part of our new global strategy, Forever 21 will leverage Global-e’s technology to offer international customers an outstanding online experience. To engage digitally-savvy consumers today, retailers need to invest in creating a unique online experience that speaks directly to the shopper,” said Alex Ok, president of Forever 21.
“With the continued increase in demand from international shoppers for our brand, we recognised that an advanced global online shopping experience is a fundamental part of our future growth. The seamless localised shopping experience our consumers around the world can now enjoy is a vital milestone in our mission to use the latest retail technology to bridge the online gap between the convenience of ecommerce and the local experience of in-store.”
As department stores like Forever 21 globally are closing brick-and-mortar stores in the face of the huge growth of e-commerce, some department stores in China are thriving with the help of technology.
Tempemail previously looked at why this is happening and what a legacy department store like Robinsons is doing.

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Emojivision app turns your iPhone’s camera into a real-time emoji painting machine – gpgmail


Your iPhone is capable of some impressive feats of computational photography, and a new app created by developer Gabriel O’Flaherty-Chan shows one way all that power can be put to creative use. Emojivision lets you see the world as if it were made up entirely of emojis.

The free app (which induces an in-app purchase for $2.79 that unlocks more emoji packs) works by breaking down your iPhone’s camera sensor input to its color palette fundamentals, finding its nearest neighbor from a subset of emojis (organized thematically within the app) and then rebuilding the image with a filter that overlays the image, and that can run at 60fps so you’d be hard-pressed to spot any lag between it and a real-time feed.

You can use the app to take selfies, interpret photos from your phone’s photo gallery, or just mess around with resolution to see how finely detailed, or how abstractly and yet obviously emoji-based you can get. This isn’t the app to go to if you’re looking for a hyper-realistic or clear visual interpretation of your face, but it is a fun thing to show your friends – and an impressive bit of software engineering, too.

O’Flaherty-Chan has create some noteworthy mobile software projects in the past – including when he managed to hack a fully playable version of Pokémon Yellow onto an Apple Watch. He’s currently working on building a gigantic real-time strategy game set within a procedurally-generated universe – like a ‘No Man’s Sky’ but with a focus on the RTS elements that should make for a very compelling and evolving approach to gathering resources and expanding your empire.


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