![]() ![]() Nike is already blessed with riches in the NFL endorsement market. Under Armour has combine rights in the near future and its players will be allowed to wear gloves with the interlocking UA starting in 2012. The brand will be the official apparel sponsor for next season and in 2012, Nike will take over for the next five years. Newton will be allowed to wear shoes with Under Armour logos on the field in the near future though his jersey will have Reebok logo on it. Ultimately, Under Armour was willing to put more guarantees behind Newton's marketing future. Under Armour wanted Newton more, but it was a question as to whether Nike, which has more than 20 times the marketing budget of UA, wanted to pay up enough to use Newton as a part of leveraging its upcoming exclusive apparel deal. The battle for Newton came down to Under Armour versus Nike. He typically wore 17 Under Armour logos each Saturday during the season. Thanks to its deal with Auburn, and the school's national championship this season, Newton arguably became the most identifiable athlete of the brand in the company's 15-year history. The signing provides great consistency to Under Armour. ![]() Plans to have the voiceover done in a British accent were discarded because Newton kept mentioning how important his mother Jackie had been in helping him deal with difficult times, and she was brought on to do the reading.Under Armour spokesperson Diane Pelkey would not confirm the signing and Newton's marketing agent, IMG's Carlos Fleming, also declined to comment on the deal. ![]() He ended up choreographing the entire run himself. Slowly the concept coalesced: Newton would scamper through dark woods, as if hunted. There, the Under Armour team noticed that Newton hardly stood back and tossed passes in fact he gravitated toward the agility drills favored by wide receivers. He spent part of his summer in the Baltimore area, working out with a group of teammates at Sagamore Farm, a secluded horse training and breeding farm north of the city owned by Kevin Plank. ![]() Newton was more active in the development of the ad than any athlete Under Armour has worked with, Lofton said. Be cunning and full of tricks and your people shall never be destroyed.” But first they must catch you, digger, listener, runner, prince with the swift warning. “All the world will be your enemy, Prince with a Thousand Enemies, and whenever they catch you, they will kill you. They used a passage that refers to the unlikely protagonist of the novel for the voiceover of the spot: The creative team at Under Armour found inspiration from the story of “Watership Down,” a common high school English text about a group of young rabbits that break from their leaders and start their own community. The resulting project, part of Under Armour’s “It Comes From Below” campaign focused on Newton’s C1N line of cleats, is dark and foreboding. Immediately the mood changed, and Under Armour set out to capture “the feeling that it is sometimes to be Cam Newton,” Lofton said. He was more focused, determined and willful than I have ever seen him.” Didn’t feel he took his teammates to that final victory they deserved. That all changed in March, a few weeks after the Panthers’ Super Bowl loss, when the met with Newton in Los Angeles. ![]()
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