I did my presentation on the company Under Armour. 23 year-old Kevin Plank founded the company in 1996. He used to be a part of the University of Maryland’s football team. Plank first started his business in Washington D.C. in his grandmother’s basement. During his football days he was tired of changing his sweaty cotton t-shirt so many times. So he came up with a solution called the HeatGear T-shirt (#0037). Late 1996 Plank made his first sale creating $17,000 in revenue for his growing company.
Under Armours target market is the under generation athlete and up. They also do team sales, for example, all the uniforms and equipment needs. A year or so ago, they made women, their main target market with the “I WILL WHAT I WANT” campaign. This
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But they do have the flexibility to increase their prices because of the quality of the product. The specialty apparel that is ColdGear or HeatGear they will price higher than Nike for example, because it is specific to them. Nobody has that certain type of clothing so people will pay more for it.
They have many products to offer, apparel, shoes, accessories and equipment for the different sports. They even have sports memorabilia, so you could go there and buy a red wings jersey or a tigers jersey depending on what sport season it is. Since they have everything you would need there is no need to make multiple stops you can get everything in one place. All of the Under Armour products can be viewed on the website along with the prices of everything.
They think of themselves as the underdog in the sports company world, following Nike. Since they view themselves as the underdog, why not use the underdogs in sport to promote their product as the athlete grows. Steph Curry is a great example of this. Nike had Curry, but ended up on passing so Under Armour picked him up in 2013 till 2024. Now he is one of the most popular in the NBA. Having Curry promote them has helped Under Armours sales and helped Curry’s popularity. Under Armour designed basketball shoes of Curry’s team the Gold State
Overall, Under Armor did an outstanding job targeting young, aspiring athletes to do what they want to do with their life. They used logic to show how hard the athletes work along with emotion to show how serious they take their training. Finally, Under Armor used the credibility of the athletes to sell their new training shoe. This commercial will make anyone want to purchase a pair of shoes and workout themselves. Since the commercial is on such a serious level, viewers emotionally connect with it which makes Under Armor seem like the best brand
Under Armour’s product is swim gear. They sell their product by doing what Adidas did, used motivation, emotion, and a message to connect with the audience. But, Under Armour used a famous celebrity named Michael Phelps. The audience starts to pay attention to the ad and either feels connected or wants to be a better athlete like Phelps. Under Armour finally manipulated their audience into buying their
Advantage: Expanding the sale of products in foreign countries will help UA to become a global competitor in the world market for sport apparel and performance products; enhancing the global awareness of UA brand name and strengthening the appeal of UA products worldwide.
In 1996 Kevin plank, the founder of Under Armour came up with the idea of moisture wicking fabric for shirts so that while playing sports you don't have to wear a sweat soaked shirt during the game. He gave the prototype shirt to a couple of his friends on the University Of Maryland’s football team to test and see if the shirt kept them dry,cool, and felt lightweight. As soon as the microfiber shirt was released Nike began to produce a similar shirt to compete with Under Armour,but it was too late, the Under ...
Haven't you always wondered who made Nike and Under Armour? Well Nike was founded in 1964 by Bill Bowerman. Nike was making great progress for 32 years and then Under armour was founded by Kevin Plank in 1996. Nike was still making very good progress but was kind of splitting it with the new company Under Armour. Nike has always made more money and more people choose to spend their money at Nike stores.
The purpose of the study is to be able to know what kind of software Under Armour is using in its system that is beneficial in the every day operations of the company.
Under Armour hopes to grab 10% of the sportswear market in their future. While Nike has 26.38$ billion capitalization, Under Armour is at 1.28 billion capitalization. Although they are both very successful companies, they advertise things very differently. While Under Armour focused on the working out part and being fit, Nike just wanted to get the point across that everyone was happy and content while wearing Nike. Nike was very clear that they wanted everyone to be able to wear Nike and feel comfortable while doing it. Under Armour only focused on athletes. While both of these industries had some of the same intentions such as, putting famous names out there and showing countries all over the world with their brand, they had two different intentions in their commercials. Both companies futures look very bright but can Under Armour keep
Athletic clothing companies aggressively compete with one another to carry on their legacy and survive as a business. Consumers are constantly being persuaded by these companies to buy their brand athletic apparel. There are thousands of options, therefore the company with the all around best product often wins the sell. Nike dominates the athletic apparel market and continues, to expand its reaches. Nike’s potential to grow will allow the company to continually lead the industry, and perhaps be the greatest company ever created.
When our professor first presented this project paper to us my mind began to wonder. What is a good company to research and present it to my fellow classmates. My first selection was “Chik-fil-a”, but I wasn’t sure if we could write about fast food franchises. So I continued to brainstorm about a topic to expound on, even going as far as in asking my buddies and co-workers for suggestions. “Walmart”, “National Football League”, “National Basketball Association”, “Nationwide Insurance”, and “LG” were a few ideas that were presented to me. A few of those sounded ok but none really grasp my attention. As I was visiting an outlet mall, I came across Nike store. “Wow that’s going to by my topic of choice”, is what I told myself. Week four (4) arrived and my professor asked for every student’s topic. Before he made it to me, at least four (4) others said Nike! As usual, I was the last person to give him my topic of choice. That’s when I went with “Under Armour. Researching this topic presented many roadblocks, due to this company only being around since 1996. I wasn’t sure if Under Armour practices corporate sustainability or even if they were socially responsible; but countless hours later researching this company, enlightened me of the answers I was searching for.
Under Armour’s target market is consumers that are involved in physical activities. The demographic age groups that they cater to varies from youth to adults. Their products can with stand any weather condition from cold weather to warm weather, which means their product can be used in any geographic location. These consumers can be either light user like walkers or heavy users like football players.
Under Armour is a leading athletic clothing line directed towards the overall athlete who is looking for the most comfort during extracurricular activities. The mission of the company is, "to provide the world with technically advanced products engineered with exclusive fabric construction, supreme moisture management, and proven innovation. In short, every Under Armour product is doing something for you; it's making you better."
The second recommendation for Under Armour is that they should develop a shoe line and marketing campaign for women, based on the idea of everyday athlete. Focusing on the fact that women want to compete and have the same performance benefits that everyone wants, but also have a shoe that is stylish enough that she can wear straight
In order to beat its competitors, Under Armour Company can engage in market sensitive fresh product invention. New products are more likely to draw curiosity amongst the populations especially if they commensurate well with the prevailing trends (Hill & Jones 2009, p. 308).
What makes a person choose one brand of clothing over another? Is it the price? Or is it the style of the clothing? There are numerous factors that will play a key role in determining who will purchase your products and why they will choose to purchase your product. Kevin Plank, the founder of Under Armour and former captain of the special teams on Maryland University’s football team, would become infuriated at the amount of times he was forced to change his undershirt during games and practices due to how heavy with sweat they would become. He set out to create a shirt that would help keep an athlete cool and dry during intense physical activity. This simple idea would develop into a powerhouse in the sports apparel industry and has broken into the sports equipment industry as well.
...ual Income Statement). Adidas has chosen not to make their advertising plans publicly known (How Much Money Does Adidas Spend on Advertising?).Under Armour is an up and coming company founded in 1996, their net income starting at 46.79 million and by 2013 ending with 162.17 million dollars (UA Annual Income Statement). Under Armour is focusing their advertising on internet marketing and mobile marketing, 6,500 dollars towards a mobile app and an overall advertising budget of 40,000 (Zoe Suffety).