UA’s marketing, promotion and brand management strategy comprises of advertising campaigns to promote and build awareness, sponsoring major events and sport teams, advertisements using prominent athletes and personalities other than that UA follows a sports marketing strategy by entering into outfitting agreements with a variety of collegiate professional sport teams , sponsoring collegiate sports events, selling products directly to team equipment managers and to individual athletes, in this way UA is making awareness of its brand everywhere. Apart from the sponsorships UA building its brand by signing endorsements with sport starts. (A.Thompson, Under Armour's Strategy in 2016, 2016, p. 82) UA’s retail marketing strategy is to increase its floor area exclusively to UA products to increase visibility and increase brand awareness. Apart from the whole sale and retail distribution UA is in online trading and company is focusing to improve online sales in future (A.Thompson, Under Armour's Strategy in 2016, 2016, p. 85), this is also a strong medium to build brand image globally. UA has in-house product development and research team which closely deal with suppliers to ensure the fabrics produces by third …show more content…
Also, it can also target new consumer segments as Nike’s mission statement states that to bring inspiration and innovation to every athlete* in the world." The legendary University of Oregon track and field coach, and Nike co-founder, Bill Bowerman said, "If you have a body, you are an athlete." (Nike Inc) Hence to face the competition and improve the revenue targets the UA needs to target wider consumer aspects and develop new products and new markets. Increase its retail presence and web presence also will help to establish UA brand name