Underarmour

Brand Positioning assignment

About Under Armour

Under Armour is an American Sports clothing and accessory company, Founded in 1996 by former University of Maryland football player Kevin Plank. Under Armour is the originator of performance apparel - gear engineered to keep athletes cool, dry and light throughout the course of a game, practice or workout. The technology behind Under Armour's diverse product assortment for men, women and youth is complex and different from rivals.

What We Sell?

Under Armor sells assorted athletic wear for all genders and ages that include:


  • Shoes
  • shorts/pants/Leggings & tights
  • Sneakers/Cleats/Boots/Sandals
  • Sports bras
  • Underwear
  • Crop tops
  • Jackets


They also sell Accessories and Technology such as:


  • Bags/Backpacks
  • Hats/Headbands
  • Leg warmers
  • Gloves
  • Equipment
  • Fabric technology (Cool switch, Heat Gear, UA Storm)
  • Footwear Technology ( Speed form, ClutchFit, Micro G)

What athletes and sports teams does under armour sponsor/endors?

Under Armour represents numerous athletes like Stephen curry, Cam Newton, Clayton Kershaw, Jermaine Jones, Natasha Hastings, Gary Woodland, Eddie Lacy and many more athletes.

The teams Under armor sponsors are:

The Chicago clubs, Baltimore Orioles, Yomiuri Giants, Lamingo Monkeys, Toronto Maple leafs and many more.

Under Armour also strikes a partnership with University of California, Global partnership with Dewayne Johnson, partnership with University of Wisconsin, and the NFL and under Armour new NFL scouting combine agreement. Also Under Armour reports first quarter net revenues growth of 30%, raises full year net revenues outlook to $5.0 billion.

Under Armour | Rule Yourself
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About Our Logo!

Under Armour logo consists of the letter “U” on top of the letter “A”, therefore forming the company’s initials “UA”, it is one of the most popular symbols in the clothing industry. The White color represents the charm and elegance whereas the Black reflects courage, excellence and prestige.

Our Slogan

"Protect This House....I Will" represents winning games that take place in your home gym setting, meaning protecting your team, and winning the game, which translates to "Protect this house...I will"
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What is our Target Market?

The current consumer base for Under Armour is 53% being male and 47% being female. Over 36% of the consumers have graduated college and the majority of Under Armour's consumers fall within the age range of 25-34. The smaller consumer base consisting of people ages 65+. Also 49.9% of the consumers have a household income of $75,000 to $149,000
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Current Promotions!

FREE SHIPPING & FREE RETURNS

Get Free Standard Shipping on all orders $49+.
Plus Free Returns. Every item. Every day.

There are also many numerous coupons around the web that are used for discounts for underarmor clothing.

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Competitors and Products...

Under armors: top competitors are Nike Inc., Columbia sportswear company and Adidas.

Under Armour is the official footwear supplier of the NFL and MLB and partners with the NBA. Its locker room of athlete endorsers include top performers in football, basketball, soccer, and baseball. Products, made from its unique moisture-wicking and heat-dispersing fabrics, keep athletes dry and relatively comfortable during workouts. Under Armour is adding technology to apparel to help customers track their fitness. Under Armour sells online, by catalog, through its own retail and outlet stores, and in more than 25,000 retail stores worldwide. Market capitalization around $15.5 billion and trailing 12-month revenues of $3.6 billion. The stock ended 2015 trading around $80 per share with a P/E ratio of approximately 40. As a younger growth-phase company, the stock does not currently pay a dividend.
Nike: market capitalization around $102 billion and trailing 12-month sales over $31 billion. Nike ended 2015 priced near $62 per share, which is at the upper end of its 52-week range of $45 to $68. Its P/E ratio is near 24, and it yields dividends of only about 1%.

Adidas: The company boasts a market capitalization approaching $19 billion and trailing 12-month revenues over $16 billion. The stock ended 2015 priced around $48 per share and with a price-to-earnings (P/E) ratio just over 8. The stock ended 2015 near its 52-week high, which was approximately $50 per share.

Columbia sportswear co: Columbia Sportswear Co's share price is $61.58. Columbia Sportswear Co's earnings per share for the trailing twelve months (TTM) ended in Dec. 2015 was $2.46. Therefore, Columbia Sportswear Co's P/E ratio for today is 25.06.

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Our Vision!

Under Armour wants to empower Athletes everywhere, making all athletes better through passion, design, and the relentless pursuit of innovation. Under Armour is about energy and passion, It’s about an obsession with being better, stronger, and more powerful. We believe in invention and innovation and constantly offering newness.

Positioning for the next win...

Under Armour's marketing strategies and ability to maintain the share they have established will be tested as they move away from their traditional consumer base and into new open markets. Challenges may occur is if they should change their strategies while they expand or use their initial model in new or innovative ways, both ways may have risks if not executed properly. Under Armour is also expanding beyond the high performance athletic wear into other areas including footwear, women’s clothes and hunting gear. The value proposition of the brand would be the serious football player, that emphasizes the functional nature of each Under Armour products.

Errors in positioning strategies...

  • Do not own any patents as of year ending 2010, whereas Nike owns 400+
  • products are easily copied from a material and form perspectives so near duplicates are available if not direct substitute offering from Nike, Adidas or other competitors.

Bibliography

By: Jahdira Subner