An Athletic Sport Apparel Company

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As the name indicates, Under Armour (UA) is an athletic sport apparel company that was built under the concept of creating superior base layer apparel that acts as a performance enhancer for serious athletes. Created by Kevin Plank, a former college football player at the University of Maryland, Under Armour has experienced exponential growth since it was founded in 1996 in Baltimore.
The Under Armour story is a simple one, one where “two guys (Plank and his friend and company COO, Kip Fulks) working day and night in the basement of Plank’s grandmother’s house, stitching and shipping their groundbreaking tight-fitting and sweat-wicking shirts” grow from initial revenues of $17,000 in 1996 to 1.8 billion as of 2012” (Burke, 2013).
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This specific target audience helped Under Armour develop their niche market but recent campaigns have directly targeted new segments in women and youth through a variety of communication tools and integrated marketing campaigns while always focusing on the driven athlete.
For this, Under Armour was choose, because of their recent launch of their biggest global advertising to date, the #IWill campaign. In it, it’s analyzed specific communication tools that Under Armour used:
• Social media,
• Internet/microsites and
• Television.
Across these channels, Under Armour is able to reach old and new targets alike but most important, on a global level. Through the hard-work and strategic decision-making of Plank, Under Armour has gained a reputation for delivering on performance enhancing equipment, achieved through relentless innovation, and all their marketing tools relay this reputation. Before taking on Under Armour, I had only a passive relationship with the brand, had never received communications from them and I had no idea of the size and scope of their essence or vision. After research it is clear that at the core of all decision-making, Under Armour targets athletes with the aim of helping and inspiring them to perform at their best.

Under Armour Strategies

a) Core Competency:
When we talk about core competence, we seek for unique ability that a brand acquires from it founders, creators or developers; that one thing that
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