With Nike, innovation is linked to inspiration and convincing everyone that if they have a body they are an athlete. While, Under Armour’s innovation is linked more with science research and trying to develop the most high-tech products possible. Under Armour is focusing on direct-to-consumer categories: online sales and outlet and specialty stores, which are expected to represent nearly a third of Under Armour's distribution channels, and in international markets, with new store openings in
The global economy is faced with many challenges and this directly affects under Armour as it produces closely related products to their rivals. These products are non-essential and usually attract fashion preference form the consumers. For this reason, customers may prefer to go for
Under Armour is diversifying by selling new products to existing customers. It just recently started selling football cleats, which was a huge opportunity for the company and it also turned out to be very successful so far. The company also is focusing on direct-to-consumer categories: online sales and outlet and specialty stores, which are expected to represent nearly a third of Under Armour's distribution channels by 2013, and in international markets, with new store openings planned this year in China. Under Armour is also trying to expand by introducing more products for women. There have been various new advertisements featuring women with the slogan, "No matter what, sweat every day."
UNDER ARMOUR Slide 1: Hi my name is Letycia Germain and I’m here to tell you about UnderArmour and where it all started. Under Armour is company that specializes athletic clothing and equipment. They also sponsor many professional athletes to promote their brand, such as Tom Brady, Stephen Curry and Dwayne Johnson. Slide 2: Kevin Plank was the founder of the now billion-dollar industry in 1995. This 23-year old football player played for the University of Maryland throughout his college career.
Despite the fact that Under Armour is quite a small firm in relation to its major competitors, Nike, Adidas, Columbia Sportswear, and SportHill; the company has the aura of products being loved by athletes at all sporting levels. The main reason for this preference from various customers is because the style and designs are very technological, modern and active. Therefore, the main argument of this case is to analyze how the company’s business strategy can help to maintain the competitive grounds with other high end sporting
Analyse the current corporate- and business-level strategy of Under Armour Under Armour was founded in 1996 by Kevin Plank, it's a special company for sports accessories. The company target is to inspiration for athletes by handling all kind of sports to provide the confident during sports exercising. Under Armour always looking forward to new competitive with others company, clearly the company creating new ideas to be in same level with Nike and Adidas. Under Armour maintaining a competitive advantage by always having top notch products and adopting new strategies: Under Armour purpose is to make all the sportsman better through producing the best quality. The clothing made of perfect fit materials to cover the moisture and boots
Under Armour believes that always have to know the ethically right and follow the law whenever face a decision. Under Armour has the honest and fair dealing in their business. Their teammates believe that ethical practices, true advertising or by overrating the competition are the three main point to win a business. They advanced their business while taking attention to follow with the laws and regulations around the world. These laws are to prevent discussions, arrangements, understandings or arrangements among adversary regarding to the price or control of the market, and between Under Armour and its retailers to retain the retail prices of the products.They make the right calls as do not discuss price, share confidential information, limit or restrict market share and enter into agreement to the retail prices with the competitors.
For instance, Under Armour, a well-known activewear company, spreads the idea that determination will lead to success. The credibility of real athletes, ethos, is utilized by Under Armour to create their philosophy. Pathos is used to inspire and motivate the audience with quotes, as well as promote the philosophy. Under Armour’s develops their philosophy that anything is possible through willpower and dedication using ethos and pathos. The Under
Ad campaigns with men like Phelps allow companies like Under Armour to project a public persona that reaches beyond their product, leading consumers to associate the personality and values of a professional athlete with simply a clothing