Under Armour

Introduction: 

Under Armour is a top of the line sporting and lifestyle company. They provide superior products such as clothing, cleats, and other day-to-day apparel. For example, there thermal wear is completely unmatched. I can say this convincingly because I know when I am practicing outside come October and November, I wear "under armour." Now this is a problem because when we start to refer to the Trademark as a product that can lead confusion. It is key for Under Armour to make sure that consumers are not confused about there product. In my opinion, I think that it is a good thing that consumers say "Let me put my under armour on," when referring to Under Armour's thermal wear. I would back this argument up by saying that this is great brand awareness, everyone knows about Under Armour apparel. I think where Under Armour is trying to improve is there footwear and everyday clothing. 

Marketing Strategies:  

Under Armour's four P's are Product; clothing market fitness sector, footwear (which is extremely recent), and all season gear. Price; the price range of Under Armour is larger than most brands. It can go from really low to the highest of prices. Place; based in the United States, distributed worldwide, and partners with 37 fiftyone companies. Promotion; personal and impersonal promotion and community involvement.

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This is an incredible marketing mix, especially because Under Armour is trying to compete with other top competitors such as Nike and Adidas who have a huge market share, and brand loyalty. If Under Armour is able to penetrate this market, I think they have a huge chance to take over as the main sporting and lifestyle company. To back this argument up, Under Armour has signed top athlete to endorsement deals. These players are Stephen Curry, Cam Newton, Jordan Spieth, and Tom Brady. This is extremely important because having Stephen Curry, a household name, along with your brand provides a positive brand image. If you have a positive brand image you are more likely to gain more customer value.

Video:

Rule Yourself

https://www.youtube.com/watch?v=ikmd-vtRCqo

Conclusion:

Under Armour has worked extremely hard on there brand image. There vision statement is "empower athletes everywhere." For me that motivates you, I don't know what will. There mission statement sums up everything that I have been explaining about Under Armour, "make all athletes better through passion, design, and the relentless pursuit of innovation." That is an incredible mission statement because they are targeting all athletes through passion and design and innovation. The one place of possible improvement and a target market they have yet to branch out into is the Soccer market. Basketball, baseball, and football are all markets that they are doing or will be doing very well in. So the only question I have is can Under Armour target soccer, and if so, can they do it effectively?  

http://www.underarmour.jobs/why-choose-us/mission-values/