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Kevin Plank Under Armour

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Module 2
What are the reasons for the success of Under Armour since its founding by Kevin Plank? What do you view the most important factors that have contributed to the growth of the company?
Kevin Plank was not afraid to take major risks with Under Armour. These risks led to the success of UA. For example, advertising with ESPN and the NFL, using key professional athletes to wear the merchandise, and using college teammates to his advantage. Quality and affordable products with a strong advertising presence made word-of-mouth travel fast. In addition, the brand slogan, “Protect This House” sent the message that all athletes could relate to. The niche market connected with most athletes. I do believe him publicly expressing his support for …show more content…

Under Armour has been shown on television, in magazines, on the internet, and sports marketing programs. High profile athletes at all levels and most sports, including lacrosse, football, and baseball show the Under Armour logo. Connecting to a variety of athletes and sports has increased Under Armour’s target market to reach a wider range of demographics. Just like our first cheese article, Under Armour has allowed their target market to have an emotional connection with athletes they can connect with. Now, athletes can wear what their favorite sports star wears; from high school sports, to college sports, all the way up to the pros. It is easier than ever to purchase Under Armour products; Kohl’s, retail stores like Dick’s Sporting Goods, underarmour.com, and brick-and-mortar stores have allowed this to happen. Young (2017), wrote an excellent article about how Kohl’s has increased their sales and UA’s sales since they collaborated and the goal was to reach women that were already shopping at …show more content…

I am hoping that they improve their shoes as one of the best point guards in the NBA has his own shoe line. I do not own Steph Curry’s shoes so I am sure those are the best shoes in Under Armour’s basketball line. With the addition of Steph Curry to their line-up, UA might actually be able to compete with Nike. According to an article in the OregonLive (2016), the addition to the Steph Curry brand has taken shoes sales from a million dollar market to a billion dollar business, with an expectancy to grow their business by a billion dollars each

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