Nike vs. Under Armour - Which brand is better on Twitter?

Which brand has a stronger Twitter presence?

By: Zonaira Lone

Nike posts about 4 times in a month, which isn’t a lot considering they’re the leading brand of the sportswear industry. Under Armour is more consistent with their tweets and post almost every day. Nike’s tweets consist of the same content they post on Facebook, such as commercials and campaign ads, but also replying back to followers. Under Armour’s tweets consist of a lot of promoting for campaigns, mentioning professional athlete brand ambassadors, commercials, and engaging with followers.

Nike doesn’t seem to follow the 50/50 rule on their Twitter page because they strictly post original Nike content. As for Under Armour, they retweet and quote other accounts that tweet about their brand or their professional athlete sponsors.

Some keywords that are used on Nike’s Twitter are:

·      Nike Sportswear

·      #Justdoit

·      Nike Tech Knit Collection

·      #nikewomen

·      #betterforit

·      #getoutthere

·      #nikefree

Some keywords on Under Armour’s Twitter are:

·      #RuleYourself

·      #UAHealthBox

·      #BreakTheGame

Nike’s most successful tweet was the #Mambaday campaign in honor of Kobe Bryant’s retirement from the NBA. This tweet received 12, 348 retweets, 13,113 likes, and 174 comments. It was a successful post because of the fact that Nike acknowledged a true legend that was always shown hate for his success in the NBA. It was a great commercial ad that immediately caught many NBA fans’ attention, including myself.

                                                                            Watch the full #Mambaday video here.

Under Armour’s most successful tweet was of Stephen Curry, Under Armour’s professional athlete sponsor, winning the KIA NBA MVP title. The post received 459 retweets, 662 likes, and 10 comments. I think this post was so successful because NBA fans have watched Stephen Curry miraculously shoot game winners and lead the Golden State Warriors through the season, so he literally did #BreakTheGame. This campaign shows what a great athlete Stephen Curry is especially since he was named MVP twice in a row.

                                                                      Check out more of the #BreakTheGame campaign.

Nike has a total of 6,038,667 followers, 23,284 tweets, average of 1,000 likes on posts, and 3.025 page loading time. In contrast, Under Armour has 622,585 total followers, 14,298 tweets, average of about 130 likes, and 2.908 page loading time. Overall, Nike has the strongest engagement on their Twitter, as Under Armour is more consistent with posting content.