UnderArmour has grown to be the second largest sportswear brand in the US.Thanks to successful marketing strategies, it has overtaken Adidasand continues to run head to head with Nike Inc. Under Armour focuseson a specific concept when marketing its products. Since itsinception, it has maintained the use of HeatGear fabric apparel, andthis has really been a preferred choice for athletes. Athletes arelikely to prefer light, dry and cool apparel in hot conditions.Another important thing is that they have managed to keep theirapparel tight-fitting and moisture-free. Therefore, they fully meetthe expectations of their customer base, and at the same time, theyare increasingly seeking new ways to meet emerging demands. Thecompany has been able to invest in a ‘visible technology’ productproposition, and this means that their products are designed usingcolor, fabrication, and texture that exceedingly meets the customers’requirements. In the design stages, Under Armour has made asignificant step. It mainly utilizes athletes and sportsprofessionals to seek consultation in designing and improving theirproducts.
UnderArmour uses a sponsorship strategy that is barely used by othercompanies. Basically, they sign up athletes before they reachsuperstar level. So, they harvest the fruits that they have patientlygrown. For example, renowned NBA superstar, Stephen Curry was signedby Under Armour in 2013 and has since grown to be a successful modelfor their products. Another significant step that Under Armour hasunusually made is to venture and conquer the golf world. They haveportrayed golf as a unique sport instead of a pastime, and thuscreating a brand that resonates better with young consumers, who hadtraditionally avoided golf sports. In such events, Under Armour hascontinued to extend its reach to different types of consumers.Additionally, they have signed golf star Jordan Spieth, as one oftheir brand ambassadors.
Furthermore,Under Armour have for a long time moved with the tagline “I Will.”The tagline has been a pace setter whereby the company confronts itschallenges in a fearless manner and explores untapped markets indifferent areas of the world. The “I Will” concept lays a centerrole in the adverts sector. For instance, Kelley O’ Hara has beenfeatured in the “Women of Will” advert and thus portraying theversatility that Under Armour apparel and footwear can handle. Itclearly shows that women athletes can withstand various challenges intheir sporting sessions.
Inthe current world, technological advancements have made it easier formost companies to gain many followers. For instance, Under Armour hasbeen able to set foot in the social media world by creating fan pageswhere customers or enthusiasts get hands-on experience with newproducts and trending issues of the same. In such ventures, they cancollect useful information concerning their products, from customers,and therefore, use that platform to enhance their marketingstrategies.
Respondingto students’ postings
InHo-Ting: Coca-Cola, this student has been able to majorly identifywhy Coca-Cola has developed to a leading beverage production company.He has recognized the main concepts that the company has utilized inits marketing methods. Moreover, the student has identified socialmedia (digital media) as a leading tool in acquiring a foothold inthe market.
InSadegh: Johnson and Johnson, the student has explored the potentialof marketing fraternity that includes marketing reps and marketingmanagers, as the main marketing tool. In the analysis, there isfurther definition of the connection between the customer and themarketing reps, and points out that it’s the integral point in thecompany’s development.
Bothof the case studies have effectively included the main points thatthe respective companies use as their marketing concepts.
Chen.Y, Marketing Strategies,Howdoes Under Armour differentiate itself from Nike via digitalmarketing? 2015Oct 15, Accessed 8 August 2016
Soni.P, UnderstandingThe Under Armour Growth Story,2014 Dec 10, Accessed 8 August 2016