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March 22, 2017

38: Under Armour CMO Andy Donkin: “Find what’s working and hit the gas”

Andy Donkin joined Under Armour as CMO in August of 2016 after a five-year stint in brand and mass marketing at Amazon. In this podcast, Donkin touches on authenticity and how important it is for brands and marketers, especially in capturing the hearts and minds of younger consumers: “When you talk to kids who actually wear the brand, there’s this belief that they can do anything. And we fuel that belief.” He goes on to say, “I think for younger consumers, they tend to look for something that represents them. And I think what we’ve been able to do through our authenticity is mean something to those kids and those younger adults.”

He also discusses what brands must do to survive and thrive in this modern-day business crucible: “Today, you can burn down a brand in about a week, if you get it wrong. That platform that you’re building can be very volatile.” He then adds, “So that means you have to build an organization that’s very nimble, very flexible, can learn and adapt quickly, and really become an experimentation engine.”

Highlights from this week’s “Marketing Today” podcast include:

  • Under Armour: Where it is and where it’s going. ([4:09])
  • Data and apparel: Blending the digital and the physical. ([7:15])
  • Cultural currency at the intersection of athletics and lifestyle. ([9:34])
  • Authenticity: Be true to yourself, even if it’s controversial. ([12:32])
  • It’s a heartbeat: The role of an internal agency. ([17:35])
  • What drives Donkin? Innovation, curiosity and giving back. ([20:34])
  • Common themes of admired brands: A founder who is still involved and a focus on reinvention and risk taking. ([22:30])

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