Under Armour

Lululemon is one of the Canada’s best retailers of technical athletic yoga apparel. Lululemon’s yoga inspired apparel is marketed under the two brand names Lululemon Athletica for more mature women and Ivivva Athletica for younger girls. Lululemon primary target customers are educated and hard working women, who understand the importance of healthy and active lifestyle. Majority of these women are Caucasian who are mainly urban and have higher income, since Lululemon is an expensive brand .Most of their products are design to offer fit, performance and comfort while incorporating both style and function. On another hand, American Apparel

Threats-Tax increases placing additional financial burdens on under armour could be a threat. The financial burden of increasing interest rates could be a threat to under armour. Changes in the way consumers shop and spend and other changing consumer patterns could be a threat to under armour’s performance. The actions of a competitor could be a major threat against under armour for instance it they bring in new technology or increase their workforce to meet demand. Substitute products available on the market present a major threat to under armour. Hard competition from companies such as nike and adidas. Recession may impact the sale of company. Low price importers can fetch market share. Male dominated focus.

#3. Price Point – There are other brands in the marketplace that offer the same product but at lower price point…

In its earlier years UA expanded significantly with new product lines including TurfGear, AllseasonGear, and StreetGear. These launches success helped to catapult UA to the forefront of the emerging performance apparel industry. Their innovation and savvy have given them a leg up on competitors including Nike and Addidas. There have been hints of some new product launches to come in 2017. UA wants to continue to be a competitive player in the health and fitness gadget and wearables market. These gadgets include “Healthbox”, a fitness tracker with a heart-rate strap and smart scale. These devices are intended to be used with their smartphone app, which is also compatible with other fitness tracking devices. Later on, the company added heart rate monitoring headphones to the family of devices, as well as the Speedform Gemini 2 RE smart running shoes which have a built in ability to track your runs (Jovin, 2016). This healthbox product has not received a grand reception from consumers but there is a lot of potential for this product line. For the sake of the report I will research and report on a product line that recently came out. The ColdGear product line. These clothing items claims to disseminate heat by using ceramic powder and re-circulates around the wearers

​Under Armour is a great American success story by a young man with the determination to succeed in life. Mr. Plank grew his company by being different and becoming flexible in working in small

Under Armour’s mission for the past few years has been to provide the world with technologically advanced products engineered with their superior fabric construction, exclusive moisture management and proven innovation. Its products are without doubt the company’s most effective part of the marketing mix. The enterprise, which commenced only with a superior type of t-shirt to take away transpiration and enhance performance, today has a much

Under Armour provides sports clothing, casual apparel and footwear. It faces intense competition from Nike, Adidas, and Puma.

Under Armour is in the Textile- Apparel Clothing industry, in the consumer goods sector. The market has been driven by economic recovery, new product offerings and a

Consistency tends to be the best assets that Under Armour has to their advantage. According to Plank, he states that the success of a business, "starts with a good product," and he continued to say that after you have a good product, "use front-end hustle with back-end muscle." Due to this consistent product that Under Armour produces, it has obtained a heavy customer loyalty. Sales and revenue speak for themselves. In 1996, Under Armour had revenues of fifty thousand dollars compared to 200 million in 2004.

The company Under Armour(UA), was founded in 1966 by a former University of Maryland football player that goes by the name of Kevin Plank. We know that Under Armour is known for their advanced sportswear, casual apparel company and being the original inventor of performance apparel. The primary focus for Under Armour primary goal is to promote the fitness and nutrition aspects in our society. For example, people use fitness applications to help them track there exercise and nutrition such as Under Armour Record, Mapmyfitness, Endomondo and Myfitnesspal. These fitness applications are directed towards the general health community or individuals with a healthy lifestyle.

Since the evolution of the company, Under Armour rapidly expands their business while some internal problems still exist. For example, unprotected intellectual property right issue and supplier relationship management. Also, the current business strategy was focusing on marketing, international expansion, product differentiation, and other expenses while they have weak financial management. These will certainly pose future problems to the company.

Under Armour is committed to empower athletes everywhere since the founding in 1996. The company’s mission is to “make all athletes better through passion, design, and the relentless pursuit of innovation”. The company produces apparel, footwear, and sporting equipment for men, women, and children. The rapidly growing company is dedicated to providing high quality products for consumers around the globe.

Under Armour has infused their products and their brand image in various visual media forms, including over a dozen popular television shows and numerous motion pictures (Shank, 2009). The look and appeal of Under Armour was ideal as it was the combination of the intense, hard core athletic gear that could help with performance coupled with a hip, fresh look that would be able to appeal to consumers. To differentiate its product line from its competitors Under Armour leveraged its sophisticated design software, new manufacturing techniques, the latest in material engineering, and robust information technology systems to produce virtually everything it makes (Shank, 2009). The utilization of the marketing technique of product placement in television, movies, and video games has allowed Under Armour to promote the benefits of its product line to a larger audience (Shank, 2009). In 1998, Warner Brothers studio was

Under Armour is currently one of the leading companies in the sports apparel industry whose mission is to “Make all athletes better through passion, science, and the relentless pursuit of innovation”.1 When Under Armour first broke into the sports apparel industry it was a disruptive pioneer that initially made the two giants, Nike and Adidas, a little weary. Under Armour revolutionized the sports apparel industry by creating apparel that used synthetic materials as an alternative to natural fibers, such as cotton, or other materials, such as polyester. This all-important switch to these materials resulted in a 2“shirt that provided compression and wicked perspiration off your skin rather than absorb it. A

Under Armour 's mission is to have all athletes better with passion, design and innovation.