Competitive Edge - Sports & Entertainment Marketing News

BodyArmor Animates Top Athletes in ‘Edge vs. Everybody’


BodyArmor animates a quartet of star athletes to hype its caffeinated Edge sports drink in the brand’s first-ever national TV spot breaking during the NBA playoffs.

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Discussion Questions:

  1. What is positioning?
  2. What message is BodyArmor communicating to consumers with this campaign?
  3. What is competition?
  4. What is the difference between direct and indirect competition?
  5. Who might represent direct competition for BodyArmor?
  6. What is product endorsement?
  7. Why would BodyArmor contract athletes to endorse the brand?
  8. How do you think brands determine which athletes to partner with in an endorsement campaign?
  9. Based on information from this story, which athletes will represent BodyArmor as part of this campaign?
  10. Why do you think BodyArmor chose to work with these athletes in particular?
  11. What is advertising?
  12. Why might advertising be important to a brand like BodyArmor when launching a new product or service?
  13. What new product is BodyArmor introducing?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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