• What strategy or strategies did Under Armour use to separate itself from its competition? o The brand positioned themselves to adopt top of the line quality when it came to their apparel that was breathable, wicking material to replace cotton shirts. Second, the brand saw the need to position themselves within the female apparel marketing utilizing a nonconventional sport, ballet. The particular activity utilizes compression and many similar materials that are used in football, soccer, and basketball. It positioned themselves to show that their product was useful outside of what their competitors targeted. The brand maximized team sports as another revenue stream for attracting sponsorship opportunities that most top brands use to get their
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The men’s market is often one of the biggest revenue streams, but women’s apparel slowly became a huge factor in the success of athletic brands. UA missed out on introducing their sweat wicking material early on in women’s apparel that could make them even more competitive against Nike. UA could have set the standard in women’s apparel with their technology inside their products that could have potentially put them at the front.
• How did Under Armour, in your opinion, segment the market and who did the organization originally target? Explain why you believe they did this. o Under Armour segmented the market by focusing on who wears athletic apparel and what activities are they doing to maximize the product. Based on that, the brand focused their efforts on males who are competitive and top market within sports and physical activity. I think also the justification that men sweat more could be one of the reasons why UA introduced apparel technology that was breathable and absorbing. Eventually, time shows that women are amongst some of the toughest competitors when it comes to physical activity and living an active lifestyle.
• Did Under Armour do a good job in assessing its consumer needs and did it do a good job of reversing its track and targeting an added
The men’s market is often one of the biggest revenue streams, but women’s apparel slowly became a huge factor in the success of athletic brands. UA missed out on introducing their sweat wicking material early on in women’s apparel that could make them even more competitive against Nike. UA could have set the standard in women’s apparel with their technology inside their products that could have potentially put them at the front.
• How did Under Armour, in your opinion, segment the market and who did the organization originally target? Explain why you believe they did this. o Under Armour segmented the market by focusing on who wears athletic apparel and what activities are they doing to maximize the product. Based on that, the brand focused their efforts on males who are competitive and top market within sports and physical activity. I think also the justification that men sweat more could be one of the reasons why UA introduced apparel technology that was breathable and absorbing. Eventually, time shows that women are amongst some of the toughest competitors when it comes to physical activity and living an active lifestyle.
• Did Under Armour do a good job in assessing its consumer needs and did it do a good job of reversing its track and targeting an added