under armour

under armour
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Storyboard Description

business proposal

Storyboard Text

  • Even from Switzerland, Minnesota Wild forward Nino Niederreiter knows Under Armour is the best brand to prepare for Game Winning Goals.
  • Ethos
  • Logos
  • With Under Armour, you can stay cool and comfortable with our new Maximum Cotton Technology.
  • Pathos
  • Nino came from the mountains of Switzerland, to the NHL 3 years ago, and admits he would still be there if it had not been for Under Armour
  • I give all of the credit for my success to Under Armour!
  • I believe this is a good example of Ethos because, who would know more about the quality and efficiency than a professional Athlete who actually uses it? I felt like if there was to be an actor there would be less of a connection between product and celeb. If Nino is the person they see, they will make a connection between being a successful and fit athlete to Under Armour. Nino becomes the image that Under Armour would like to represent as, just like with almost any brand. Ethos is all about accountability​ and representation, with a Professional hockey player, there is less room for questioning about it's effectiveness​.
  • For logos I had to come up with a "fact" about under armour, there isn't such thing as Maximum Cotton Technology. I would assume maybe just a little more cotton, but the name made it sound more professional legitimate. For logos, it's all about the facts, ads are full of little white lies, but that's how they bring in the customers. With this ad, it's showing how you can play with efficiency and "skill" when you wear or buy their clothing. Without that fact, Under Armour would be just like any other Sporting store, I believe this makes them stand out.
  • For this scene, I incorporated the very important Logical Fallacy of Pathos. Though it may be very subtle, I wanted them think of how he made it all the way to the NHL. Plus the slogan​, I felt like that was also very important, makes it feel like Under Armour is
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