- Index hide1 In 2022, 19 percent of consumers claimed to have purchased influenced by the recommendation of a celebrity or influencer.
In 2022, 19 percent of consumers claimed to have purchased influenced by the recommendation of a celebrity or influencer.
Brazil, the Latin American country with the largest number of Instagram influencers.
In Mexico, 30 percent of consumers buy on the recommendation of these figures.
Industry collaborations are always very important to highlight a brand or public figure. As an example, the latest alliance between Under Armor and the NBA basketball player, Stephen Curry.
When we talk about marketing collaborations, we mean co-branding or co-marketing, which HubSpot defines as between an action taken by two companies where they work with each other on promotional efforts to incentivize a co-branded offering.
For their part, Business2 Community emphasizes that the alliance occurs between organizations with similar audiences and that in particular the work focuses on developing marketing content and collaborative strategies.
Under Armor and its alliance with Stephen Curry
As part of a new strategy, Stephen Curry will remain an ally of the Under Armor brand for many years to come.
The announcement was made known by the brand, where the Golden State Warriors star has signed a long-term extension with the sports brand that will go beyond his retirement as a basketball player.
In the statement, the brand has not disclosed the exact terms of the agreement, but it is likely that we are talking about one of the most lucrative sponsorship agreements in the history of sports.
We must mention that Curry is undoubtedly the icon of Under Armour, since he has a union with the brand since 2013, with them he has achieved up to five NBA champion rings that have made him jump to the basketball elite in particular and of sport in general.
With this union, in 2020 the player launched the Curry Brand, which is his own brand within Under Armour.
“We started this business by signing and thinking about the opportunity to deepen this partnership. The expectation was to get past my playing days and move on to additional investment in those great things that we both bring to the table. This is an exciting time to strengthen that. We understand that it is a mutually beneficial venture to do great things and build a greater scale for the business, creating a great narrative”, comments the player.
With this, the athlete joins other artists who have created alliances with brands and even collaborations with products. As an example, Jennifer Lopez joined the Intimissimi brand in order to promote her products in a very changing market.
As a new way to attract more customers, the women’s underwear manufacturer, Intimissimi chose Jennifer López to promote its new spring-summer collection. And as part of this advertising campaign, the diva from the Bronx will not only be the image of the Italian brand, as part of her online store is also equipped with the firm’s products that the actress and singer recommends.
Let’s remember that the brand designed for women has always resorted to working with renowned celebrities, as happened in its Christmas campaign that was starred by Heidi Klum and her daughter Leni Klum.
In short, these strategies are still a good way to communicate about a brand and reach people through their favorite public figures.
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