Company: Under Armour
Position: Senior Manager of Brand Media
Jami’s LinkedIn: https://www.linkedin.com/in/jami-macklin-ba398112/
Under Armour Instagram: https://www.instagram.com/underarmour/
Under Armor has been providing aspiring athletes with superior athletic clothes since 1996. The company has many athletes in a variety of sports that represent the Under Armor brand. Meet Jami Macklin. Jami has been working at Under Armour for the past four years. She is responsible for overseeing the brand on the social media channels as well as posting on the channels as well. She does a fabulous job of making sure that the athletes representing the Under Armor brand are qualified and reputable.
Jami ensures that the athletes will not do anything reckless to tarnish the Under Armor name, if this does happen Jami is responsible for taking care of the issue on Instagram before it gets out of hand all while keeping the player’s information confidential. She posts what the athletes give the okay on their highlight section of the Under Armor Instagram that she runs. According to an academic article written by Pulido et al. “creating boundaries prevents the risk of exposing private information” (2017, p. 434). This quote points out how important it is to form boundaries with an athlete in order to reduce the amount of private information that may show up on Instagram about the specific athlete. Jami relies on this a lot especially when posting an athlete’s personal story. In addition, she is able to protect the athletes privacy by posting only their basic information about them on the Instagram that she runs, especially if the partnership with the said athlete is new. An example of this can be seen on the Under Armour Instagram page in her post about Joel Embiid who received the most valuable player award in the NBA for the 2022 -2023 season. She also double checks all of her social media posts before posting to make sure that there is nothing in the post that the athlete does not want to go out to the public.
From Jami there are a few concepts that I can take from her and apply to my own life. One concept from her that I will apply is that the athletes’ privacy must be prioritized in addition to brand promotion. Another takeaway that I will take from her is the importance of double checking with the athlete to make sure that they are okay with the post before I publicize it to Instagram. The next concept that I will be taking from Jami is her ability to set boundaries with the player when it comes to the amount of information about them that they would like online. The final takeaway from Jami that I thought was important is the way that she asks the athlete if it is okay for her to post about them on Instagram especially if the athlete is a new ambassador of the company. Jami sees herself working for Under Armor for the foreseeable future. She also aspires to continue opening doors for women to enter the sports world.
Citation:
Pulido, A. J., Yang, K. C. C., & Kang, Y. (2017). Collegiate student-athletes’ privacy management strategies and their impact on Twitter usage behaviors. The Journal of Social Media in Society. Retrieved February 20, 2023, from https://thejsms.org/index.php/JSMS/article/view/285
