Under Armour Marketing Strategy
Under Armour Marketing Strategy
By: Andrew Williams
November 2010
Under Armour Marketing Strategy
I. Executive Summary
Under Armour was founded in 1996 by Kevin Plank, a former football player at the University of Maryland. Under Armour started with an idea to create a superior t-shirt that provided compression and wicked perspiration off the skin rather than absorb it. A t-shirt that would work to regulate you body’s temperature and enhance performance. The apparel was engineered to keep athletes cool, dry, and remain light throughout the course of a game, practice, or workout.
Since then, Under Armour has expanded and become more diverse. They entered the footwear business in 2006 with the launch of football cleats. They have also expanded their apparel line to cover men, women, and youth. Under Armour has also created an accessories department with football, baseball, and golf gloves along with sweatbands and sunglasses.
Under Armour’s mission is to make all athletes better through passion, science, and the relentless pursuit of innovation. They have created high-brand equity through advertising and providing a high-quality product to their consumers. Due to the quality of Under Armour’s products, they have also created high-brand loyalty.
II. Target Market A. Demographic Segmentation
Under Armour’s demographic segmentation has changed over the years. Under Armour began marketing towards male collegiate athletes between the ages of 17 and 23; however, they have expanded their target market to include men, women, and youth. They still focus on marketing and selling their products to consumers for use in athletics, fitness, and outdoor activities. Under Armour’s prestige pricing leads them to market towards consumers who are financially stable and stable in their careers. Their demographic segmentation covers a wide area of the family life cycle. Their main focus is still towards younger consumers in the family life cycle, whether they
By: Andrew Williams
November 2010
Under Armour Marketing Strategy
I. Executive Summary
Under Armour was founded in 1996 by Kevin Plank, a former football player at the University of Maryland. Under Armour started with an idea to create a superior t-shirt that provided compression and wicked perspiration off the skin rather than absorb it. A t-shirt that would work to regulate you body’s temperature and enhance performance. The apparel was engineered to keep athletes cool, dry, and remain light throughout the course of a game, practice, or workout.
Since then, Under Armour has expanded and become more diverse. They entered the footwear business in 2006 with the launch of football cleats. They have also expanded their apparel line to cover men, women, and youth. Under Armour has also created an accessories department with football, baseball, and golf gloves along with sweatbands and sunglasses.
Under Armour’s mission is to make all athletes better through passion, science, and the relentless pursuit of innovation. They have created high-brand equity through advertising and providing a high-quality product to their consumers. Due to the quality of Under Armour’s products, they have also created high-brand loyalty.
II. Target Market A. Demographic Segmentation
Under Armour’s demographic segmentation has changed over the years. Under Armour began marketing towards male collegiate athletes between the ages of 17 and 23; however, they have expanded their target market to include men, women, and youth. They still focus on marketing and selling their products to consumers for use in athletics, fitness, and outdoor activities. Under Armour’s prestige pricing leads them to market towards consumers who are financially stable and stable in their careers. Their demographic segmentation covers a wide area of the family life cycle. Their main focus is still towards younger consumers in the family life cycle, whether they