Un­der Ar­mour, Crocs Top Best Celebrity En­dorse­ments

Shoes & Accessories - - Updates I International -

Ac­cord­ing to celebrity re­search com­pany Spot­ted, the deal topped its an­nual list of the best­matched brand en­dorse­ments in the fash­ion re­tail sec­tor, based in part on the pop­u­lar­ity of the ac­tion movie star and for­mer pro wrestler, as well as his per­son­al­ity align­ment with the per­for­mance-driven sports­wear brand.

Nowhere has the suc­cess of the en­dorse­ment been clearer so far than with sales of The Rock’s sig­na­ture sneaker, which sold out in a mere 30 min­utes when it was first re­leased in May. The Un­der Ar­mour Project Rock 1. A is a knit bootie in a pa­tri­otic mix of red, white and blue, and a re­stock in June was like­wise snapped up by fans.

Ac­cord­ing to emar­keter, fash­ion and re­tail spent more than any other sec­tor on ad­ver­tis­ing in 2017, ac­count­ing for 22 per­cent of the $202 bil­lion to­tal. A sig­nif­i­cant share of that money goes to­wards celebrity en­dorse­ments, which Spot­ted ranks ac­cord­ing to fac­tors like a celebrity’s per­ceived trust­wor­thi­ness and au­then­tic­ity, the over­lap be­tween their au­di­ence and that of a given brand, and their risk po­ten­tial (think PR dis­as­ters like sex­ual mis­con­duct or dop­ing scan­dals).

Com­ing up just be­hind John­son and Un­der Ar­mour were model Win­nie Har­low and Tommy Hil­figer (#2), Ash­ley Gra­ham and Rag & Bone (#4), and Drew Bar­ry­more and Crocs (#5). Bar­ry­more’s cam­paign for the com­fort-shoe brand launched this spring, with the ac­tress de­sign­ing a mommy-and-me col­lec­tion of clogs and san­dals in time for Mother’s Day.

Lux­ury brands tended not to fare as well as their mass-mar­ket coun­ter­parts, with Ver­sace’s Christy Turling­ton deal and Burberry’s cam­paign fea­tur­ing Iris Law earn­ing low marks.

“Lux­ury brands tend to be more dis­mis­sive of data than mass-mar­ket brands,” ex­plained Spot­ted CEO Janet Comenos. “The cre­ative direc­tors of these high-end la­bels tend to use celebri­ties as cre­ative muses, even if every indi­ca­tion shows that the celebrity is a poor choice.”

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