Under Armour Essay

e the major components of the company’s strategy in the following areas:

a. Product Line:

i. UnderArmour’s product line was segmented into three categories of Men’s, Women’s and youth appeal lines. One of the main focuses in the product lines were to provide products that would be better than its competitors. The company wanted to show the consumer that they had something for all seasons, they promoted three types of appeal, known as the HeatGear, ColdGear, and The AllSeasonGear, and their names says it all. An athlete in Florida would have better results if they were to use the HeatGear product line, which helped keep the athlete cooler when they would sweat, more so than a cotton t-shirt.

Clothing was not the only focus of the company,

Marketing/Promotion & Brand Management :

i. The company saw an increase on average of about $40,000 per year, throughout the years from 2009 to 2013. The greatest component of the company’s marketing strategy was to promote the products at the college level, and to pro athletes. To get the products in front of many people, they became the official supplier of the U. S. Teams for the 2014 winter Games. They were also the provider for many big college teams, at such schools as Notre Dame, Georgetown, along with approximately 100 college

Though all stores were not a success and a couple had to close. They found that they could make it outside of the United States; they opened a store in Scotland. From the words of Kevin Plank, “We are committed to being a global brand with global stories to tell, and we are on our way.” I can see that the company will continue to be successful.

d. Product Design and Development :

i. Like many products, you must have a good design all around, in order to make it in business. Under Armour took advantage of the knowledge of its suppliers and stayed close to them when it came to making each product that they offered. The company executives took the time to invest in the consumers by working with both minor and major league athletes. They want to know how each fabric fit, where they could use improvement.

Under Armour produced four product lines, that were all made differently, but they wanted the same results from, a happy customer. My favorite of the four was the ColdBlack, which was made of a material that would deflect the sun and make the person wearing the item cooler. Living in Florida, many athletes would agree with me, that on a sunny day the last thing you want is for your clothes to stick to you, especially when you are going to be out for a long period of