What Is Under Armour Marketing Strategy

Under Armour is an American accessories and sports clothing brand. They have rapidly become one of the leading brands in the sports industry and are now front runners with Nike and Adidas in the respective field. They specialize in supplying sportswear and also have a casual clothing line.

Looking at marketing decisions Under Armour have made specifically in the macro-environment. In 2013 Under Armour were put under social pressure in order to create eco-friendly products. Therefore, they came out with a new marketing scheme called “Under Armour Green” (Koehler, 2014). Their participation in going green was due to external forces such as political and social pressures for brands to become as eco-friendly as possible. By Under Armour

They believe that the market is divided equally with each gender making up 50% of their customers. The way that they attract females is by creating fashionable colors for the merchandise produced for females. The reason for this is that they know females generally wear sporting clothes as casual wear. Under Armour have in response to that have created yoga pants that can be worn for everyday use. “Under Armour have also produced a campaign called “Power in Pink” which is for the awareness and support for victims of breast cancer” (Barret, 2007). For males they have produced more durable and skin tight fittings with a robust color scheme. The third segmentation stage is the diverse uses consumers have for their products, examples being the use of their merchandise as professional or casual wear. Under Armour have been able to market their brand by sponsoring professional athletes as well as teams which have led to a noticeable increase in sales across the board. The last form of segmentation is the climate in which the consumers will use their merchandise in. The way Under Armour manages to accommodate both climates is that their apparel is made from a material that regulates the body temperature when doing activity in either