Under Armour Marketing Strategy

768 Words 4 Pages
A brand is a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. The Under Armour brand is a megalodon in a sea of sports apparel. Starting literally in a basement in 1996, the brand has grown from its first sale of $17,000 to annual sales of $638 million in 2013. The brand is incredibly important to the company’s marketing strategy because it defines what the company stands for, the promise it makes to consumers, and the personality of the product. Created by and for athletes, Under Armour has made itself a trusted provider of functional, attractive sports apparel.

As learned in previous modules,
…show more content…
I know the company began with clothes, but I feel this because the brand is founded upon sports and creating a better experience for athletes. With a camp, Under Armour could ulitise it’s sponsored athletes as draws for the sports camps, using them as guest lecturers and instructors. Under Armour sponsors over 100 athletes from all over the world in over 20 different sports, so they could have camps nearly anywhere with nearly any sport! In addition to sponsored athletes, Under Armour could leverage their already high quality, socially responsible public image as a result of their involvement with many foundations and charities. They could hold discounted or free sports camps for children in disadvantaged areas. Sports drinks are kind of a no-brainer, despite the clear market hold Gatorade has. They could again utilize their sponsored athletes for promotion of this new venture and the brand is already so synonymous with sports. I simply don’t think that items like pajamas or underwear would be the right direction for Under Armour to forge ahead …show more content…
or they might be the big box stores like Dick’s or Sports Authority where Under Armour products are already sold. Knowing this, direct channels, or the marketing and selling of products directly to consumers away from a fixed retail location, would be a less ideal way to distribute this service as opposed to the ore idea indirect channels, or a chain of intermediaries through which a product moves in order to be made available for purchase by a consumer. Furthermore, Under Armour Sports Camps could be intensively distributed because of the range of sports and locations the brand/company encompasses. Also because of their already global appeal of intersport and interathlete support, foreign markets would not need to be treated any differently than Under Armour already treats them. They are already on board with the

Related Documents