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Under Armour Ethos Pathos Logos

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Every year in late January or early February, the Super Bowl is held for the best two teams in the NFL that season. It is also the most important time for companies to get their brands noticed through commercials. Commercials have helped make the Super Bowl one of the most watched events throughout the year. They appeal to viewers and fans by using ethos, pathos or logos. To most people who watch the Super Bowl, one commercial sticks out to them. For me, that one commercial took place in 2008 during Super Bowl 42 (XLII) by athletic brand Under Armour that introduced its shoe brand. The commercial was powerful and wanted to have people buy their shoes. The commercial included known athletes Ray Lewis, Vernon Davis, Bob Sanders and many others football players and athletes. Under Armour used logos and pathos to reach out to athletes of all ages so they could train better in their shoes. …show more content…

He played football at the University of Maryland in the early 1990’s and started Under Armour when he had an idea for improving team undershirts from cotton to tight shirts. This would help athletes sweat less while playing. The company had a quick start in its first ten years after the apparel was seen in a couple movies and had great commercials in the early 2000’s. Under Armour was well known locally around the mid-Atlantic and east coast of the United States, but they wanted to expand nationally and around the world to compete with Nike, Adidas and other popular athletic brands. Being more than just a compression shirts and shorts company, it was a logical approach for the company to take this route to become a top company. Under Armour uses logos to become a better company through commercials by expanding their

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