Under Armour

Under Armour or UA as it is often called, is recognized as an excellent example of an organization which has been able to successfully build its brand image in today’s uncertain markets. As a US company which started as a basement business, Kevin Plank, the founder of UA was able to apply innovative marketing tools and tactics to build a solid revenue base in the sports clothing/athletic goods industry. Under Armour is a good case study of the effectiveness of the four P's of marketing: place, promotion, product and price. Here are some key elements: Place
• Strategic international market expansion
• Be visible by the location of your stores within easy reach of your customers
• Understand your customer base and target them specifically