Under Armour

History:

1996 Kevin Plank develops his first microfiber t-shirts to keep athletes dry during workouts and games he found Under Armour Athletic Apparel.

Mission:

“Under Armour was developed by athletes for athletes. We understand their needs and the demands of competition, What begin nearly a decade ago with superior under shirt for equipment sports has evolved into six diverse gear lines to cover all seasons. Climate and conditions by employing the finest microfiber fabric Under Armour has engineered the ultimate moisture transport System in garments that slide over your body like a second skin to keep cool, dry and light throughout the course of a game or a workout.” (Universe)

Target Market:

Under Armour target is anyone who works out, plays sports or working in a cold or hot area that will need compression shirts or pants to keep the body cool and dry. You can also wear the shirts and pants year round. We also have to keep in the mind the size, profitability, accessibility and limited competitor (Nike). In the late 90’s Kevin had a product line of several different products, but behind each product there was a reason for the product which would define the need. For example Under Armour came out with a number of different Cold Gear shirts and pants, for the really cold winters, Turf Gear to protect football players against the artificial turf, and all season gear which you can wear during in season whether it is fall or spring.

Market Segmentation:

When Under Amour started out they only marketed to male athletes, because that is what Kevin Plank knew best and that was men’s compression clothing, from playing football. Under Armour picked a big percent of the population to market to colleges and the universities, the NC...

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...ave three kids that play football and compression pants are 49.99 for the top and $49.99 for the bottom you are spending a lot of money. Pricing always place an important role for consumer, now a days people check prices before they even leave the house or even better they wait for the product to go to a T.J. Maxx or Marshall, and pay half price.

Conclusion is that Under Armour took all the right baby steps to get them where they are now, and they have to maintain reasonable pricing in order to keep consumer and valued customers from straying away from them and back to their competitors like, Nike.

Works Cited

Brown, G. (2012, September 19). NCAA Student -athlete participation hit 450,000. Retrieved from NCAA.org: NCAA.org

Kelly, M. W. (2014). Introduction to Business sixth edition.

Universe, F. (n.d.). fundinguniverse. Retrieved from www.fundinguniverse.com