EVENING GOODS: See Cam Newton Like You've Never Seen Before!

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See Cam Newton in his Under Amour’s!

A new campaign is asking men to take a new look at the “Under” in “Under Armour.”
Cam Newton's endorsement deal with Under Armour in February 2011 was called the largest ever given an incoming National Football League rookie.
Under Armour, the maker of sports apparel aimed at athletes and the athletic, is expanding its presence in the underwear category by broadening its collection of boxer briefs. The campaign promotes the new offerings in the Boxerjock line with the theme “You’ll never wear regular underwear again.”

The campaign features Cam Newton, who signed an endorsement deal with Under Armour in February 2011 that was called the largest ever given an incoming National Football League rookie. Mr. Newton, the quarterback for the Carolina Panthers, also appears in ads for Under Armour football gear like the new Highlight cleat.

Here’s CAM!

The new Boxerjock products are being sold by two department store chains, Macy’s and Nordstrom, in addition to the usual places Under Armour has sold underwear: sporting goods stores and online at underarmour.com. Under Armour products have been in Nordstrom before, but this is the first time the brand will have a presence in Macy’s (and on macys.com).

The campaign, created internally at Under Armour, includes print and online ads, social media, ads in stores, direct mail and events. Optimum Sports, part of the Omnicom Media Group division of the Omnicom Group, is handling the media planning and buying.
The budget for the Boxerjock campaign is estimated at $1 million. That is a sizable amount for a company

“We bring the Under Armour brand slant to any category we go into,” he adds.
For instance, the ads “showcase the product in ways that are heroic,” Mr. Redsun says. “You won’t find the runway models.” 

Indeed, the thighs of some of the models wearing the Boxerjock products on underarmour.com are about as wide as the bodies of the models found in ads for fashion underwear brands.

And some ads carry headlines intended to draw double takes like “Cam Newton doesn’t wear underwear ...” (Those ads are part a series, which continues, “He wears the Under Armour Boxerjock.”)
The new Boxerjocks come in four varieties, named U.A. Original, U.A. Mesh, U.A. Elite and U.A. Touch. Each proclaims on packaging that it offers attributes that include “four-way stretch comfort,” “maximum ventilation and breathability,” “streamlined performance fit” and “squeeze-free snug fit.” 

The prices for the new boxer briefs range from $20 to $30 apiece.