Strategic Strategy Of Under Armour's Business Strategy

Thanks,------. So far, we have got a relatively comprehensive understanding about Under Armour’s business position and strategies. You may wonder what other strategic actions it can take to complement and strengthen its competitive approach and maximize the power of its overall strategy.

The first one is offensive and blue ocean strategy. Under Armour is very special, because it focus on the team concept, essentially they develop technology that could be used by the entire team to increase productivity. Their gear is perceived to be the best in the market in helping teammates shed unwanted heat and cold.

Its marketing executive Adrienne Lofton said: The brand considers itself an "underdog brand." We work with athletes who most people wouldn't

Under Armour’s first basketball shoe, the Curry One, with growth rate up to 740%, likely helped by the success of NBA(National Basketball Association) MVP(Most valuable player) Stephen Curry.

With fitness apps and wearable technology, Under Armour has direct access to much richer, more intimate data, with customers logging 8bn foods and 2bn activities on its apps over the past year.

Under Armour embarked upon a robust advertising campaign geared toward female athletes. The 'What's Beautiful' campaign has been backed by individual Under Armour stores that have been redesigned specifically with women in mind.

Misty Copeland, who recently became the first black woman to be named principal ballerina at the prestigious American Ballet Theater, drove an increase in sales of women's apparel. Copeland is a large force behind the "I will what I want,"campaign, which seeks to empower female consumers.

Under Armour’s competitors also made many attempt in offensive strategies. Lululemon promoting an ethic of self-betterment through exercise, positive thinking and clothes that tread the fine line between wholesome-casual and

There is a story happened at the 2014 Winter Olympics, when American speedskaters, which have always performed well, got poor grades with Under Armour’s brand new scientifically advanced Mach 39 speedskating suits. To defense the wrong perception, Under Armour put CEO Kevin Plank and exec VP-global marketing Matt Mirchin, front and center, vigorously defending the suit in multiple TV and print interviews.

Enlisted other UA endorsers to defend their sponsors' technology on social media without directly mentioning the speedskating controversy.

Adidas and Nike also have many defensive wars. When Adidas announced that it had hired three Nike’s senior designers, Nike filed a $10 million lawsuit accusing them of violating the non-compete agreements they had signed and taking proprietary secrets.

Once Nike was trying to sign the German national team—an Adidas team since 1954, Adidas' determined to retain its role as the world's largest soccer brand, and doubling sponsorship of the team to 20 million euros ($25.7 million) per year, sponsored the entire event and a third of the teams at the World Cup