Under Armour is a high level sport performance apparel company for both athletes and non-athletes. The headquarters that we will be talking about in this paper is in Baltimore Maryland. Although Under Armour started in Maryland, other locations that Under Armour can be found includes; Texas- both Austin and Houston, Colorado- Denver, New York City, Portland- Oregon, Tennessee- Nashville and also Toronto Canada. Its International Headquarters is located in Panama City Panama. Under Armour was founded in 1996 by Kevin Plank at 23 years old. Plank was the captain of his football team at the University of Maryland. He played in the position of a full backer. He became tired of having to change soaking wet football apparel throughout his games. …show more content…
Her first strategy is to offers less: Under Armour has not offered less to their customers because they have grown into selling more products such as shoes and golf apparel over the years. Athletes have also been signed as ambassadors over the years to promote Under Armour during games and travels. The Second strategy Ton referred to is to standardize and empower: This practice is followed through by Under Armour as there are different teams that carry smaller tasks that will ensure an outstanding achievement for the greater good of the company. The third Strategy mentioned is to cross train: Under Armour does not cross train their employees neither do they manufacture goods at the campus here in Baltimore. Their alignment structure is very specific and duties are carried out in each department as instructed. The fourth strategy is operating with slack: This multi-billion dollar company does not operate with slack. Ms. Chandler, Chief HR Officer and a guest speaker that was at Earl Graves School of Business explains that work is always intense and something different to do each day. From going to numerous interviews and meetings, travelling and more she Chandler is expected to keep up with the daily office …show more content…
A lot of funding is needed to conduct this project. Mr. Plank is looking for the city, State and Government’s assistance for this project to come to pass. “Baltimore is committed to keeping Under Armour in Baltimore and, is optimistic that the firm's plans will help the city grow while converting underutilized properties into tax-generating parcels, said William H. Cole IV, president of the Baltimore Development Corp., the city's quasi-public development arm.” As with any other proposal, the city needs to review Mr. Plank’s proposal for Under Armour. The firm's plans will help the city grow while converting underutilized properties into tax-generating
Under Armour uses pathos as well to sell their product. The way Under Armour’s ad sells is almost the same as Adidas. Under Armour’s ad creates a message that all of the greatest athletes had to work hard to get where they are now. The ad is also trying to convince the audiences that their product is what will help to be a better athlete. They also use the famous athlete to convince the audience that their products will make them become great, as well as, get their money.
My topic of choice was pretty tough. As I concluded my research on Under Armour, I can assure you that they have many areas to improve in to even be considered a major threat to Nike or Adidas. Their products are heading in the right direction, but more guidance is needed from senior correspondents that have more experience in the field of marketing and strategy. Under Armour revenues are increasing, but at the current pace, Nike will double their net gross in a year. Athletes and universities are contributing in branding Under Armour along with remaining loyal, but their apparel to me is not attractive. For starters, every major football team that I have noticed supporting them has very bland uniforms or very flashy uniforms. As the saying goes, “bad publicity is better than no publicity”; at least we are discussing them along side Nike and Adidas.
Under Armour provides innovatively designed performance products that incorporated a variety of technologically advanced fabrics and specialized manufacturing techniques, all in attempt to make the wearer feel “drier, lighter, and more comfortable.” This is Under Armour’s core competitive strength.
Overall, Under Armor did an outstanding job targeting young, aspiring athletes to do what they want to do with their life. They used logic to show how hard the athletes work along with emotion to show how serious they take their training. Finally, Under Armor used the credibility of the athletes to sell their new training shoe. This commercial will make anyone want to purchase a pair of shoes and workout themselves. Since the commercial is on such a serious level, viewers emotionally connect with it which makes Under Armor seem like the best brand
Under Armour and Nike are very close competitors in the athletic wear for sports and recreational use. Both Under Armour and Nike have goods and bads but at the end of the day Under Armour is a better company, with a better clothes line. Nike came out over thirty years before Under Armour, but Under Armour has by far surpassed Nike in popularity and style. In another thirty years when Under Armour has been out as long as Nike today, Under Armour will be more superior than Nike in the athletic field. Nike will eventually be over ran by nike and will be a small company like Adidas
The manufacturer sells their apparel to a wholesaler, and the wholesaler sells the apparel to Athletic Supreme which stores most of their inventory in a warehouse. The company orders more than enough apparel to keep the shelves in the store stocked. Athletics Supreme provides the apparel to the consumer via their store location or through their website.
Under Armour has always been close behind Nike but not close enough. Don't get me wrong Under Armour is also a very good company! I have a lot of Nike and Under Armour clothes that I wear all the time!
Under Armour’s target market is consumers that are involved in physical activities. The demographic age groups that they cater to varies from youth to adults. Their products can with stand any weather condition from cold weather to warm weather, which means their product can be used in any geographic location. These consumers can be either light user like walkers or heavy users like football players.
Initially, Under Armour focused on selling their products to Division I college football programs. As a former captain for the Maryland Terrapins football team, Plank got tired of wearing heavy cotton t-shirts under his football pads in the hot summer months, and multiple turtlenecks under his pads during the cold late fall months. As a business major at College Park, Plank developed the idea of Under Armour for a management class.
“At NIKE, we are on the offense, always. We play hard, we play to win, but we play by the rules of the game. This Code of Ethics is vitally important. It contains the rules of the game for NIKE, the rules we live by and what we stand for. Please read it. And if you've read it before, read it again. Then take some t...
This company has seen major expansions in outlets throughout the world over the years. Adidas on its part has managed to build a powerful brand through its technological innovations and aggressive marketing where they spend up to thirteen per cent of their revenue besides offering high quality services. These scenarios seem to present Under Armour with a massive competitive disadvantage. Through an inside-out perspective, Under Armour has been able to concentrate on the growth mission. Its mission is about building ... ...
Under Armour has a mission statement that clearly states what they wish to accomplish and how they will do it. “To make all athletes better through passion, design, and the relentless pursuit of innovation”, this is a powerful statement that makes consumers and the competition aware that this organization will strive to help athletes everywhere reach their potential (Mission, 08).
A college footballer named Kevin Plank captain of the University of Maryland special team thought about this and wanted to change the way Athletes dressed forever. After canvassing some garments from the fabric stores in Maryland he built a prototype he called #0037.
The second recommendation for Under Armour is that they should develop a shoe line and marketing campaign for women, based on the idea of everyday athlete. Focusing on the fact that women want to compete and have the same performance benefits that everyone wants, but also have a shoe that is stylish enough that she can wear straight
...ual Income Statement). Adidas has chosen not to make their advertising plans publicly known (How Much Money Does Adidas Spend on Advertising?).Under Armour is an up and coming company founded in 1996, their net income starting at 46.79 million and by 2013 ending with 162.17 million dollars (UA Annual Income Statement). Under Armour is focusing their advertising on internet marketing and mobile marketing, 6,500 dollars towards a mobile app and an overall advertising budget of 40,000 (Zoe Suffety).