The Power of a Good Celebrity Brand Ambassador

Companies have long loved using celebrities to endorse their brands. Not only do celebrity endorsements gain attention, they build brand equity and make the brand’s product more believable. When implemented well, celebrity endorsements can be a powerhouse tool, however, there is always a risk that comes along with associating your brand with a celebrity (think Jared Fogle, the Subway guy). 

Under Armour’s recent collaboration with Yusra Mardini is an example of a successful celebrity brand endorsement. Mardini is a Syrian teenage refugee who competed as a swimmer in the 2016 Rio Olympics. She faced a perilous journey when fleeing Syria, nearly dying when her boat’s motor gave out in the midst of the trip. Being a strong swimmer, she was able to pull the boat across the Aegean Sea with her sister. Her powerful story and her motto, “Turn your pain into strength,” have been capturing the attention of many viewers, and Under Armour has reaped the benefits of having this inspiring young woman associated with the brand’s name. Read more about this story here.