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Under Armour is an American sportswear and footwear company that was founded in 1996 by Kevin Plank. The company is known for its innovative products and its focus on performance-enhancing athletic wear. Over the years, Under Armour has become a popular brand among athletes and fitness enthusiasts all over the world.
Product Line
Under Armour offers a wide range of products that include clothing, shoes, and accessories. Their clothing line includes compression shirts, shorts, pants, and leggings, as well as sports bras and jackets. Under Armour‘s shoe line includes running shoes, basketball shoes, football cleats, and training shoes. They also offer accessories such as hats, gloves, socks, and bags.
One of the unique aspects of Under Armour‘s product line is their focus on using advanced technology to enhance performance. For example, they use a patented fabric technology called HeatGear that wicks away sweat from the body, keeping athletes cool and dry during workouts. They also offer a line of shoes that feature a technology called Micro G that provides extra cushioning and support for high-impact activities.
Best Selling Products
Under Armour offers a wide range of products, including sportswear, footwear, and accessories, that cater to the needs of athletes and fitness enthusiasts. Some of their best-selling products include:
HeatGear Compression Shorts
Under Armour‘s HeatGear Compression Shorts are designed to provide maximum support and comfort during workouts. The compression fabric helps to reduce muscle fatigue and increase blood flow, while the HeatGear technology wicks away sweat, keeping athletes cool and dry.
Charged Cotton T-Shirts
Under Armour‘s Charged Cotton T-Shirts are made with a blend of cotton and polyester that wicks away sweat and dries quickly. The shirts are designed to be lightweight and comfortable, making them ideal for both casual wear and workouts.
HOVR Running Shoes
Under Armour‘s HOVR Running Shoes are designed to provide maximum support and cushioning for runners. The shoes feature HOVR foam technology that provides a responsive, energy-returning feel, while the Micro G cushioning in the sole helps to absorb impact and reduce fatigue.
Tech Polo Shirts
Under Armour‘s Tech Polo Shirts are a popular choice for golfers and other athletes who want a comfortable, lightweight shirt that wicks away sweat and dries quickly. The shirts are made with a blend of polyester and elastane, which provides a stretchy, flexible fit.
UA Storm Backpacks
Under Armour‘s UA Storm Backpacks are designed to be water-resistant, making them a popular choice for outdoor activities like hiking and camping. The backpacks are made with durable materials and feature several compartments and pockets for easy organization.
Marketing Strategies
Under Armour‘s marketing strategies have helped them become one of the most recognizable brands in the athletic wear industry. One of their most notable marketing campaigns was their “I Will” campaign, which was launched in 2013. The campaign featured a series of commercials that showcased athletes wearing Under Armour products while working out and training. The tagline “I Will” was meant to inspire athletes to push themselves harder and to never give up on their goals.
Under Armour has also sponsored a number of high-profile athletes, including basketball star Steph Curry, NFL quarterback Tom Brady, and Olympic swimmer Michael Phelps. These sponsorships have helped increase the company’s visibility and credibility among athletes and fitness enthusiasts.
Another key component of Under Armour‘s marketing strategy is their focus on social media. The company has a strong presence on platforms like Instagram, Twitter, and Facebook, where they share content related to their products, as well as inspirational messages and motivational quotes. They also encourage customers to share photos and stories of their own fitness journeys using the hashtag #IWILL.
Challenges
While Under Armour has enjoyed a great deal of success over the years, the company has faced its share of challenges as well. One of the biggest challenges has been the rise of athleisure wear, which is a trend towards casual clothing that is designed to be worn both during and after workouts. Many consumers are opting for more comfortable and stylish options, rather than traditional athletic wear.
In addition, Under Armour has faced criticism for their lack of diversity in their marketing campaigns. In 2017, the company faced backlash after they released a series of advertisements featuring predominantly white athletes. Many consumers called for more representation and inclusion of athletes of color and different body types.
Under Armour has also faced challenges with their financial performance. The company has struggled to keep up with competitors like Nike and Adidas, who have larger market shares and more established brand recognition. In 2020, Under Armour reported a net loss of $589 million, and the company has had to make significant changes to its business model in order to remain competitive.
