Brand Positioning assignment
About Under Armour
What We Sell?
- shorts/pants/Leggings & tights
- Sports bras
- Crop tops
They also sell Accessories and Technology such as:
- Leg warmers
- 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.
About Our Logo!
What is our Target Market?
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.
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.
Positioning for the next win...
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.