Like most things surrounding us today, Under Armour started with an idea. Kevin Plank was a 23-year-old college student when he decided to do. In 1996 he had an idea that stemmed from his life experiences: playing football. Back when he played football, he was tired of always having to change out of his sweaty gear, which was made of cotton. Plank wanted to change how athletes dressed, and the way that they felt in their gear. The first Under Armour product was named #0037. #0037 was a HeatGear T-shirt, which wicked away sweat. It was designed to keep athletes comfortable. At this point in the brand’s history, Plank was working out of his Grandmother’s basement in Washington, D.C. in the Georgetown area. He began to travel back-and-forth along the East coast, selling his first product out of the trunk of his car. By the end of the year, Under Armour had a total revenue of 17,000 dollars. Two years later, at the end f 1998, Plank moved the new HQ of Under Armour from his grandmother’s basement to Baltimore where there was also a warehouse. …show more content…
The movie starred to big names: Al Pacino and Jamie Foxx. In the movie, the football team sported the UA brand. With the success that came from the movie, Plank realized an opportunity to leverage more of this type of positive exposure. He made a bold move and brought the first ever printed to the magazine ESPN. It was a risky move, but it paid off by generating an increase of 750,000 dollars in sales and helped increase awareness of his brand. Plank was now able to put himself on payroll, which he hadn’t been on since the start of UA. Currently, the brand was starting to have an association with retailers and professional sports leagues like baseball and the
Under Armour’s product is swim gear. They sell their product by doing what Adidas did, used motivation, emotion, and a message to connect with the audience. But, Under Armour used a famous celebrity named Michael Phelps. The audience starts to pay attention to the ad and either feels connected or wants to be a better athlete like Phelps. Under Armour finally manipulated their audience into buying their
Under Armour started in 1996 by Kevin Plank, a 23-year-old former University of Maryland football player. As a special teams captain, he turned an idea brainstormed on the football filed into a new industry changing the way athletes dress forever. Since he hated having to change his sweat-soaked cotton t-shirts over and over again during two-a-days, he figured there had to be something better, which in turn led to his solution. The basic concept ...
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
In 1996 Kevin plank, the founder of Under Armour came up with the idea of moisture wicking fabric for shirts so that while playing sports you don't have to wear a sweat soaked shirt during the game. He gave the prototype shirt to a couple of his friends on the University Of Maryland’s football team to test and see if the shirt kept them dry,cool, and felt lightweight. As soon as the microfiber shirt was released Nike began to produce a similar shirt to compete with Under Armour,but it was too late, the Under ...
Haven't you always wondered who made Nike and Under Armour? Well Nike was founded in 1964 by Bill Bowerman. Nike was making great progress for 32 years and then Under armour was founded by Kevin Plank in 1996. Nike was still making very good progress but was kind of splitting it with the new company Under Armour. Nike has always made more money and more people choose to spend their money at Nike stores.
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.
After graduation, Plank traveled to New York City's garment district to test various materials and eventually designed a material out of spandex and lingerie to be worn under the football pads of athletes. Under Armour's product lines include HeatGear, ColdGear, TurfGear and LooseGear, which can be found in more than 8,000 retail stores and on Under Armour's website. The idea was a major suc...
Dennis Wilson, the founder of Lululemon, believed that the cotton fabric that was being used for yoga at the time, was unsuitable for the sweaty sport (“Lululemon Athletica: Our Company History.” 2014). As a result, Wilson decided to open a design studio in 1998, which would specialize in making yoga-wear from technical athletic fabrics. Wilson aimed to make active-wear that was not only durable, but could also be considered stylish.
In order to beat its competitors, Under Armour Company can engage in market sensitive fresh product invention. New products are more likely to draw curiosity amongst the populations especially if they commensurate well with the prevailing trends (Hill & Jones 2009, p. 308). UA concentrated on the outside-in (market responsive) approach to carry out its strategies. It is reported that it sourced unique synthetic materials and employed on field product development. This enabled it to create the performance apparel segment in the athletic apparel market.
What makes a person choose one brand of clothing over another? Is it the price? Or is it the style of the clothing? There are numerous factors that will play a key role in determining who will purchase your products and why they will choose to purchase your product. Kevin Plank, the founder of Under Armour and former captain of the special teams on Maryland University’s football team, would become infuriated at the amount of times he was forced to change his undershirt during games and practices due to how heavy with sweat they would become. He set out to create a shirt that would help keep an athlete cool and dry during intense physical activity. This simple idea would develop into a powerhouse in the sports apparel industry and has broken into the sports equipment industry as well.
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.
Under Armour also enforces ‘discipline’ under the Administrative Management and have formal set of rules and regulations from Bureaucratic management. For example, in Under Armour’s Code of Conduct (n.d.), the employees of Under Armour have the responsibility to comprehend and follow policies stated by the Code of Conduct together with the ethics and laws of countries their businesses are in and conditions stated in agreement of employment. One of the conditions stated by Code of Conduct is that harassment will not be taken lightly to ensure workplace safety. Disciplinary actions will be taken by the Global Ethics & Compliance team when any Under Armour employee violates the
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).