Brand report on Under Armour for Fashion Marketing Strategy, Academy of Art University, San Francisco.

1.
Brand Report: Brand Profile and Analysis
FSH630 Fashion Marketing Strategy
Module 3
Shraddha Kutty
03604064

2. Index
1. Brand Introduction
§ Brand description + Timeline
§ Brand profile
§ Mission statement, Vision, Value Proposition
§ Branding elements
§ Brand personality, Concept board
§ Target consumer profile, lifestyle board
2. Situation Analysis
§ Current business/ Market environment
issues + trends
§ Competitor Analysis
§ SWOT Analysis
3. Marketing Analysis: 4Ps
§ Products: Merchandising strategy + Product
category
§ Pricing strategy + Price points
§ Place: Distribution Strategy + Distribution
channels
§ Promotion: Marketing communication
strategy + Marketing channels
4. Citation

3. Business Summary
Under Armour is a manufacturer and distributor of performance
apparel, footwear and accessories for men, women and children. The
company's products use moisture-wicking fabrics that are
engineered in many designs and styles for wear in nearly every
climate. The company sells its product worldwide with a significant
percent of sales coming from North America. The company's
distribution includes both wholesale and retail channels. Its products
are worn by athletes at all levels, from youth to professional on
playing fields around the globe, as well as by consumers with active
lifestyles.

4. Brand Profile: Description
Under Armour was founded in 1996 by Kevin Plank, a former football
player with the University of Maryland. He developed a synthetic
shirt that wicked away sweat. This product was the need of the hour
at the time for athletes and active people alike. The company began
developing many innovative performance-wear thereafter.
The company was originally named KP Sports and changed their
name in March 2005 when they went public.
Now, Under Armour is leading the "compression" athletic apparel
market, popular in the elementary-school playground, where its $20-
$40 T-shirts and turtlenecks are must-have items
(Bloomberg.com). The company markets its products as “gearlines”,
which primarily include,
HeatGear®, designed to be worn in warm to hot temperatures under
equipment or as a single layer;
ColdGear® designed to wick moisture from the body while
circulating body heat from hotspots to maintain core body
temperature;
AllSeasonGear®, designed to be worn in changing temperatures.
Under Armour is now developing their new app called “Connected
Fitness,” which began after acquiring MapMyFitness. They aim to
design open, digital products for future athletes and provide health
and lifestyle solutions on a global scale. Connected Fitness is
growing rapidly and it is being positioning Under Armour to be the
leader in the social media spectrum as well (Under Armour Annual
Report, 2013).

5. Brand Profile: History
Under Armour Timeline
1996:
Kevin Plank develops his first microfiber T-shirt to keep athletes dry
during workouts and games.
1997:
Introduced the now-famous ColdGear® fabric which keeps athletes warm,
dry, and light in cold conditions, and then the AllSeasonGear® line, which
keeps athletes comfortable between the extremes.
1998:
Under Armour outgrew grandma's basement and moved to an all-new
headquarters and warehouse in Baltimore
1999-2001:
§ Plank and his team signed on to supply product for the Oliver Stone
film Any Given Sunday starring Al Pacino and Jamie Foxx
§ Bought the first print ad in ESPN the Magazine
§ Formed relationships with key retail partners and professional
sports leagues [including Major League Baseball, the National
Hockey League, and the Baltimore Marathon].
2002:
The Brand moves its global headquarters to an old soap factory in the Tide
Point section of south Baltimore located on the historic Inner Harbor.
2003:
Officially launched its women's performance gear line, UA Women
2004:
Launched boys' and girls' and Outdoor athletes
2005:
§ Under Armour Golf is launched.
§ First all-school deal with Plank's alma mater, the University of
Maryland.
§ On November 18, 2005 Under Armour went public and became the
first U.S.-based initial public offering in five years to double on its
first day of trading.
2006:
Click-Clack® launched the brand into the footwear business through the
introduction of its first line of football cleats and the Brand captured a 23%
share of the market in just the first year.
UA expanded its cleat business to include baseball, softball and lacrosse
cleats.

6. 2008:
§ Official entry into the athletic footwear market
§ Beginning of key additions to UA’s elite roster of world-class athletes
2010:
§ UA added the most accomplished Olympian of all-time and Baltimore
native Michael Phelps, two-time Super Bowl MVP Tom Brady, and a
young tennis phenomenon named Sloane Stephens.
§ Surpassed $1 billion in annual revenue almost quadrupling revenues
in a five-year period
2011:
§ Opened its first-ever brand store in China and became the official
technical partner to Tottenham Hotspur of the Barclays Premier
League. The Tottenham Hotspur partnership is Under Armour's
largest individual team deal to date
§ Developed Charged Cotton®, a line of cotton apparel that dries fast
and performs. From Charged Cotton came Charged Cotton Storm,
which gives athletes the same quick-drying cotton with
revolutionary water-resistant technology.
§ Developed Armour39™, the first-ever performance monitoring
system that measures what matters most to an athlete: your
WILLpower™.

7. Brand Profile: Mission // Vision
“TO MAKE ALL ATHLETES BETTER THROUGH PASSION,
DESIGN AND THE RELENTLESS PURSUIT OF INNOVATION.”
-Under Armour mission statement (Mission, uabiz.com)
“EMPOWER ATHLETES EVERYWHERE.”
-Under Armour vision statement (underarmour.jobs.com)
The UA jobs website also includes other commitments the company swears to work by.
Hey are as follows,
4 Pillars of Greatness
§ MAKE A GREAT PRODUCT
§ TELL A GREAT STORY
§ PROVIDE GREAT SERVICE
§ BUILD A GREAT TEAM
Value Proposition
The primary sources of Under Armour's value are its apparel and footwear businesses, and
together they contribute around 89% of Under Armour's value. Apparel is more valuable than
Footwear and Accessories businesses for the following reasons:
MARKET LEADER IN PERFORMANCE APPAREL MARKET
Under Armour is the current market leader in the performance apparel market with over 70%
market share. All three apparel gear lines of the company i.e. HOTGEAR, COLDGEAR and
ALLSEASONGEAR are extremely popular among professional athletes as well as consumers.
However, in the footwear and accessories businesses, Under Armour faces tougher competition
with established players such as Nike and Adidas.

8. Brand Profile: Ownership // Size // Financial Performance
BOARD MEMBERS
LEAD DIRECTOR COMPANY
Alvin Krongard Johns Hopkins Health
System Corp/The
CEO/FOUNDER COMPANY
Kevin Plank Under Armour Inc
BOARD MEMBERS COMPANY
Anthony Deering Exeter Capital LLC
Harvey Sanders Nautica Enterprises
Inc
Douglas Coltharp HealthSouth Corp
George Bodenheimer ESPN Inc
William McDermott SAP SE
Karen Katz Neiman Marcus
Group LLC/The
Eric Olson Eto Group LLC
Byron Adams Under Armour Inc
Thomas Sippel Gill Sippel &
Gallagher
(Under Armour Annual Report, 2013)
(UA Under Armour Company Profile, Bloomberg.com)

9. Under Armour Inc. reeled in $3.08 billion in revenue in 2014, an increase of 32 percent from the
previous year and the first time the company topped $3 billion in annual sales. (Sarah Meehan,
bizjournals.com)
Stock Performance Graph
The stock performance graph below compares cumulative total return on Under Armour, Inc.
Class A Common Stock to the cumulative total return of the NYSE Market Index and S&P 500
Apparel, Accessories and Luxury Goods Index from December 31, 2008 through December 31,
2013. The graph assumes an initial investment of $100 in Under Armour and each index as of
December 31, 2008 and reinvestment of any dividends. The performance shown on the graph
below is not intended to forecast or be indicative of possible future performance of our common
stock.
(Under Armour Annual Report, 2013)
Seasonality
According to the UA Annual Report 2013, “Seasonality Historically, we have recognized a majority
of our net revenues and a significant portion of our income from operations in the last two
quarters of the year, driven primarily by increased sales volume of our products during the fall
selling season, including our higher priced cold weather products, along with a larger proportion
of higher margin direct to consumer sales. The level of our working capital generally reflects the
seasonality and growth in our business. We generally expect inventory, accounts payable and
certain accrued expenses to be higher in the second and third quarters in preparation for the fall
selling season”.

11. Annual Income Statement
Year
Ending
Dec 2014
Year
Ending
Dec 2013
Year
Ending
Dec 2012
Revenue 3.08B 2.33B 1.83B 1.47B
Cost of Revenue 1.50B 1.14B 912.54M 723.55M
Gross Operating Profit 1.58B 1.19B 922.38M 749.14M
Selling, General, and Administrative
Expenses
1.16B 871.57M 670.60M 550.07M
Operating Income before D & A (EBITDA) 426.05M 315.65M 251.78M 199.07M
Depreciation & Amortization 72.09M 50.55M 43.08M 36.30M
Other Income - Net -6.41M -1.17M -73,000.00 -2.06M
Total Income Before Interest Expenses
(EBIT)
347.54M 263.93M 208.62M 160.70M
Interest Expense 5.34M 2.93M 5.18M 3.84M
Pre-Tax Income 342.21M 260.99M 203.44M 156.86M
Income Taxes 134.17M 98.66M 74.66M 59.94M
Net Income From Continuing Operations 208.04M 162.33M 128.78M 96.92M
Net Income From Total Operations 208.04M 162.33M 128.78M 96.92M
Total Net Income 208.04M 162.33M 128.78M 96.92M
Normalized Income
(Net Income From Continuing Operations,
Ex. Special Income / Charge)
208.04M 162.33M 128.78M 96.92M
Net Income Available To Common 208.04M 162.33M 128.78M 96.92M
Basic EPS from Continuing Ops. 0.98 0.77 0.62 0.47
Basic EPS from Total Operations 0.98 0.77 0.62 0.47
Basic EPS, Total 0.98 0.77 0.62 0.47
Basic Normalized Net Income/Share 0.98 0.77 0.62 0.47
EPS fr Continuing Ops. 0.95 0.75 0.61 0.46
EPS fr Total Ops. 0.95 0.75 0.61 0.46
EPS, Total 0.95 0.75 0.61 0.46
Diluted Normalized Net Inc/Shr
(Net Income From Continuing Operations,
Ex. Special Income / Charge)
0.95 0.75 0.61 0.46
Powered and implemented by Interactive Data Managed Solutions.
Historical financial information is provided by MorningStar, Inc. The company makes no representations or warranties with respect
to the information contained herein and takes no responsibility for supplementing, updating, or correcting any such information.
(Financial History, uabiz.com)
Year
Ending
Dec 2011

12. Brand Profile: Branding Elements
The six branding elements that UA successfully uses are the following;
1. Core Higher Purpose
Under Armour stands for a relentless overcoming of obstacles and becoming winners on
the field. The brand essence revolves around being the underdog, being hungry,
competing against the best – and winning. Its tagline “I will” captures this passion, intensity
and drive. It is not about delivering functional benefits, although they do that. Like many
underdog brands, it has an attitude. In fact, it has been described as “attitude clothing”
(Stuart Elliott, nytimes.com).
2. A Signature Story
Under Armour’s signature story represents its key brand cores of innovation, not to mention
its core target of athletes concerned with performance.
Founder/ CEO Kevin Plank was a football player at Maryland in the mid-1990s when he
became frustrated by his cotton t-shirt that got wet, heavy and uncomfortable during
workouts. This led Plank to create undergarments with materials that would “wick and dry”
the sweat from his clothing.
Plank created and led a new niche market of performance clothing that stays fresh and dry.
Today, Under Armour has a 75% market share.
3. Brand Strategy
The first US commercial that was aired in 2003 declared, “we must protect this house”
focusing more on team sports and challenges. It strategically featured few “underdog”
athletes, like itself in the sports wear market to compete with Nike, a clear sports wear
giant. It was in this campaign where the punchline “I will” was later emphasized.
4. Innovation
The UA apparel is designed and manufactured to suit the needs of athletes, high physical
activity and fitness and the products are merchandised along “gearlines” instead of the
traditional collection. The Heatgear, Coldgear, Allseasongear and Magzip technology are
all examples of the innovative products UA develops.

13. 5. Unique Brand Portfolio
Under Armour has branded their innovations such as Infrared, Coldback and MagZip and
has actively managed each of those brands. They have also provided coherence with
umbrella brands such as UA Heat Gear, UA Coldgear and UA Glow Collection.
Furthermore, they serve higher purposes with their lines; UA Power in Pink (using fitness to
fight breast cancer), UA Freedom (which helps wounded veterans), UA Green (building
green initiatives into their gear) and UA Youth Movement (promoting the cause of youth
fitness) all under the UA Give Back umbrella brand.
6. Expansion Strategy
UA has managed to increase their business without losing their brand DNA something that
not a lot of big businesses can consistently keep up with. Apple, Nike, Starbucks and
Google are great examples of successful business expansions. UA has maintained their
“self-expressive” and practical performance wear with the right kind of representatives for
their campaigns. Developing womenswear clothing with great campaigns by strong female
presence has been a success. For example, Misty Copeland the American Ballet Theater
dancer and Heather Mitta, soccer star. They have currently roped in Gisele Bundchen as
well making UA something for everyone.
(David Aaker, prophet.com)

14. Brand Profile: Personality + Concept Board
The brand has a strong “underdog” personality despite its revenue of $1bn in the last few years
and uses this strong DNA in its campaigns. The brand only recently signed on a marquee athlete,
Stephen Curry who will be starring in an ad with Jamie Foxx for the new Curry1 shoe that will be in
stores on 13 February.
In this case, the UA personality comes across as being,
HARDWORKING
DARING
EFFICIENT
STRONG
Using Keller’s Consumer-based Brand Equity model for Under Armour, I surmise;
Resonance:
Loyal consumers due to the sponsorships given by UA to the USA sports teams, athletes and
highly innovative products
Judgment:
High quality products for different types of sports
Feelings:
Strength and resilient attitude due to the fit and feel of the products
Performance:
Long lasting durable products
Imagery:
Resonate strong performance, endurance and technology
Salience:
Highly innovative and high quality sports performance wear

15. Brand Concept Board

16. Lifestyle Board

17. Situation Analysis: Current Business & Market Environment
Activewear has been frequently tainted by labor issues owing to the outsourcing of manufacture
and production to underdeveloped or developing countries. There have been red flags of human
rights violations and questionable working environments and practices.
According to the UA Annual Report, 2013 they require that “all manufacturers adhere to a code of
conduct regarding quality of manufacturing and working conditions and other social concerns.”
Petroleum Prices have been increasing steadily over the past few years, which will consequently
affect the cost of production of companies dependent on microfiber and oil-based technology.
Brand Profile: Target Consumer Profile
Under Armour, Inc. (UA) sells high-performance products that are focused on professional and
college athletes.
The brand began by targeting the male athlete between the ages of 17-49, but its new $15
million marketing campaign shifted and expanded its focus on women.
Fitness enthusiasts and consumers of above average income.

18. Competitor Analysis:
Nike // Adidas // Columbia Sportswear Co.
In the sportswear, footwear, accessories market UA is up against not only just new entrants but
also the well-established sportswear giants such as Nike, adidas and Columbia Sportswear
Company. Nike and adidas have greater resources and strong worldwide brand recognition as
compared to UA. UA also needs to compete with various sportswear apparel companies for floor
space in various retail stores.
Product Diversity Comparison
Company Geographic
Coverage
Product Diversity Marketing Advantages
Nike Global Performance apparel,
casual apparel, jerseys,
footwear, equipment
Athletic sponsorships
(Ronaldo, Rooney, etc.)
Strong brand identity
Low-cost outsourcing,
distribution via
retailers/ factory stores
Adidas Global Footwear, performance
apparel, casual apparel,
jerseys, soccer kits,
equipment
Fifa World Cup Sponsor,
athletic sponsorships,
runner/ soccer products,
intl sports
Low-cost outsourcing,
distribution via
retailers/ factory stores
Columbia
Sportswear
Company
Global Outerwear, footwear,
headgear, camping
equipment, accessories,
skiwear
Focus on tough/ outdoor
activities (skiing, hiking,
camping(
N/A
Under
Armour
Global Performance apparel
(Heatgear, Coldgear,
AllSeasongear), footwear
#IWILLWHATIWANT
campaign, Stephen
Curry for Curry1, Michael
Phelps
Low-cost outsourcing,
distribution via
retailers/ factory stores
Company Geographic
Coverage
Product Diversity Marketing Advantages
Nike Beaverton, OR Converse, Hurley $7.0 billion (Nike
only)
Nike
Adidas Herzogenaurach,
Germany
Reebok,
TaylorMade-
adidas golf,
Rockport
$16.04 billion
(total)
Adidas
Columbia
Sportswear
Company
Portland, OR Sorel
Corporation,
Mountain
Hardwear,
Montrail
$1.684 billion Columbia
Sportswear
Company
Under Armour Baltimore, MD $2.33 billion Under Armour

19. Competitor Analysis:
Nike // Adidas // Columbia Sportswear Co
(facts and figures from Annual Reports of Adidas, Nike, UA and Columbia Sportswear Co.)
Nike and adidas have a better global outreach than UA, something UA is only working on now.
Market Size
Performance sportswear global market was worth $135 billion in 2012. It is forecasted to reach
$178 billion between 2012-2019 owing to various factors such as fitness consciousness, sports
apparel popularity for women and growing trends for stylish and comfortable sportswear. Asia
Pacific and Latin American countries are contributing due to the rising trend toward healthy
lifestyle in these countries.
Apparel Sales Of Some Of The Leading Players In The Market (in millions)
Company Fiscal 2010 Fiscal 2011 Fiscal 2012
CAGR (2010-
2012)
Adidas (includes
Reebok) $7,023 (€5,380) $7,484 (€5,733) $8,211 (€6,290) 8.1%
Nike $5,026 $5,513 $6,333 12.3%
Puma $1,229 (€941.3) $1,352 (€1,035.6) $1,504 (€1,151.9) 10.6%
Under Armour $853 $1,122 $1,385 27.4%
Lululemon
athletica $712 $1,001 $1,370 38.7%
Asics $427 (¥42,576) $439 (¥43,685) $470 (¥46,838) 4.9%
(forbes.com)
Company Regions Percentage of Sales (2013)
Nike United States
Europe
Middle East and Africa
Asia Pacific/Latin America
(See below for revenue statistics)
Adidas North America
Latin America
European Emerging
Markets
Western Europe
Greater China
Other Asian Markets
23%
11%
13%
26%
12%
15%
Under Armour United States/Canada
Rest of the world
94.1%
5.9%

20. Competitor Analysis:
Nike // Adidas // Columbia Sportswear Co
Company Target Consumer
Nike Active individuals who want high quality sporting goods of all types
Adidas Track and soccer athletes
Columbia Outdoorsy people (hiking, skiing, camping)
Under Armour Athletes who are serious about increasing performance in their respective sport
In spite of the growing Under Armour has to do in order to overtake its competitors in terms of
brand recognition and global popularity, there are several recent leaps taken by the company.
Mass
Market
Exclusivity
Affordability
Prestige
Price

21. SWOT Analysis
Strengths
Development and launch of new products and a growing product portfolio viz. Coldgear,
Heatgear, Allseasongear, UA Tech, Charged Cotton (naturally fast-drying cotton), Stormfleece
(with improved water-resistant finish) in various sports categories such as football, soccer, track
and field, baseball, basketball, swimming, skiing, golf, rugby, and UFC fighting. This keeps them
competitive and visible in the marketplace.
“The company’s also been launching highly visible marketing campaigns, top-profile
endorsements. Publicly competing with the likes of Nike, inc.—for Kevin Durant—and Adidas AG
(ADDYY)—for English soccer club Manchester United—creates recognition in the public eye.
Although UA lost out on both bids, the attempts signal that the brand is ready to compete with
the larger players on a global scale” (Phalguni Soni, marketrealist.com).
Weaknesses
According to the UA Annual Report, 2013, third parties manufacture all the “specialty fabrics” and
other raw materials. This gives way to discrepancies in product development and quality
assurance.
The products are also priced highly in a bracket that an individual who is a potential/ developing/
amateur sportsperson would not be able to afford without sponsorship.
UA depends heavily on the US market (sales accounted for 94% from North America alone; UA
Anuual Report, 2013).
Opportunities
After acquiring MapMyFitness and Endomondo, UA developed the UA Record app that is aimed
to connecting the worldwide fitness community and creating a social platform through the brand
or “Connected Fitness”.
Opening up to womenswear in 2013 with a renewed approach certainly increased their revenue.
UA is also taking steps to address their limited geographic exposure by using UA Record,
increasing stores outside of North America. They now have more UA offices outside the US than
within thereby increasing their global footprint.
Threats
Competing with giants in the neck-to-neck competition by giants such as Nike, Adidas.
Exchange rate fluctuations and rising costs of labor in Asia are key concerns for UA.
The fabrics used by UA suppliers and manufacturers are primarily synthetic fabrics and involve raw
materials, including petroleum-based products that may be subject to price fluctuations and
shortages.

22. Marketing Analysis: 4Ps
Products: Merchandising Strategy & Product Categories
UA’s merchandising strategy is aimed at widening product offerings; target additional consumer
segments and enlisting retailers to increase distribution.
From just football apparel, and football-related sportswear, Under Armour today offers sportswear
performance apparel for nearly all mainstream and non-mainstream sports alike.
Following are the broadly available product categories on the UA website;
Basketball
Baseball
Golf
Running
Military/ Tactical
Boxing
Fishing
Field Hockey
Football
Hockey
Hunting
Lacrosse
Ski/ Snowboard
Soccer
Softball
Surf/ Swim
Studio/ Yoga
Tennis
Training
Volleyball
There is also a separate line called ‘Tough Mudder’ which offers endurance apparel for the event
series, its namesake. UA struck a sponsorship deal with Tough Mudder marking it as UA’s first
endurance event sponsorship.
According to an article about the deal in Forbes magazine, “the deal gives the athletic
clothing maker exclusivity in the footwear and apparel categories at Tough Mudder events”
(forbes.com).

23. Products
Since UA focuses on innovation and quality performance apparel, the product lines are marketed
in their own way – “gearlines”. Each gearline is appropriate for specific climatic conditions aimed
at providing comfortable and least-resistant training in respective physical activities. The apparel
comes in a range of styles, fits enhanced to regulate body temperature and mobility.
“In 2013, sales of apparel, footwear and accessories represented 76%, 13% and 9%
of net revenues, respectively. Licensing arrangements, primarily for the sale of our
products, represented the remaining 2% of net revenues.” (Under Armour Annual
Report 2013)
Apparel
According to the UA Annual Report 2013 the “gearlines are marketed to tell a very
simple story about our highly technical products and extend across the sporting
goods, outdoor and active lifestyle markets”. The apparel is marketed as choices to
the consumer to purchase HEATGEAR® when it is hot, COLDGEAR® when it is cold
and ALLSEASONGEAR® between the extremes. Each gearline features three
primary fit types:
Compression (tight fit)
Fitted (athletic fit)
Loose (relaxed).
HEATGEAR® is designed to be worn in warm to hot temperatures under equipment
or as a single layer. While a sweat-soaked traditional non-performance T-shirt can
weigh two to three pounds, HEATGEAR® is engineered with a microfiber blend
designed to wick moisture from the body which helps the body stay cool, dry and
light. HEATGEAR® is offered in a variety of tops and bottoms in a broad array of
colors and styles for wear in the gym or outside in warm weather.
COLDGEAR® is designed to wick moisture from the body while circulating body
heat from hot spots to help maintain core body temperature. COLDGEAR® apparel
provides both dryness and warmth in a single light layer that can be worn beneath a
jersey, uniform, protective gear or ski-vest, and COLDGEAR® outerwear products
protect the athlete. COLDGEAR® products are sold at higher prices as compared
to products of other gearlines.

24. ALLSEASONGEAR® is designed to be worn in between extreme temperatures and
uses technical fabrics to keep the wearer cool and dry in warmer temperatures while
preventing a chill in cooler temperatures.
Footwear
UA introduced footwear for men, women and youth in 2006 and have only been
increasing this segment ever since. This department includes footwear that is
appropriate for football, baseball, lacrosse, softball and soccer cleats, slides and
performance training footwear, running footwear, basketball footwear and hunting
boots. It is described as being light, breathable and built with performance
attributes for athletes. UA footwear is designed with a range of innovative details,
which provide “stabilization, directional cushioning and moisture management
engineered to maximize the athlete’s comfort and control.”
Accessories
Accessories primarily include the sale of headwear, bags and gloves of
HEATGEAR® and COLDGEAR® technologies. They are designed with advanced
fabrications to provide the same level of performance as other UA products.
Marketing Analysis: 4Ps
Price: Pricing Strategy // Price Points
The Under Armour brand is price-positioned as the highest quality available. Under Armour is
advertised as higher quality and can enjoy the advantage of higher price points. Their new
running shoe line will be marketed to adhere to the Under Armour brand position of quality and
innovation.
According to Forbes.com, UA uses a ‘value-based pricing” or VBP approach wherein data on the
perceived customer value of the product is used as the determining factor of the final selling
price. Therefor, the VBP approach helps to create additional customer value and increase
customer willingness to pay despite strong competition (Greg Petro, forbes.com)
The price points for UA is anywhere between 39 dollars to well over 100 dollars. They are roughly
equivalent to competitor price ranges.

25. Marketing Analysis: 4Ps
Place: Distribution Strategy
The majority of sales are generated through wholesale channels, which include national and
regional sporting goods chains, independent and specialty retailers, department store chains,
institutional athletic departments and leagues and teams. In addition, UA products are sold to
independent distributors in various countries where there are no direct sales operations and
operations are carried out through licensees.
Products are directly sold to consumers through a network of in-house brand and factory house
stores in our North America and Asia operating segments, and through website operations in
North America and certain countries in Europe. These factory house stores serve an important role
in the overall inventory management by allowing selling a significant portion of excess,
discontinued and out-of-season products while maintaining the pricing integrity of the brand in
other distribution channels. Through their brand house stores, consumers experience a first-hand
brand setting and have broader access to performance products. In 2013, wholesale sales, direct
to consumer and licensing channels represented 68% , 30% and 2% of net revenues, respectively.
“We believe the trend toward performance products is global and plan to continue to introduce
our products and simple merchandising story to athletes throughout the world. We are
introducing our performance apparel, footwear and accessories outside of North America in a
manner consistent with our past brand-building strategy, including selling our products directly to
teams and individual athletes in these markets, thereby providing us with product exposure to
broad audiences of potential consumers.”
(UA Annual Report 2013)

26. Marketing Analysis: 4Ps
Promotion: Marketing Strategy
Under Armour maintains a disciplined marketing approach that restricts spending to no
more than 11% of revenue. (EJ Schultz, adage.com)
The reinvention of their women’s line in 2013 earned them the Marketer of the Year award by Ad
age. The campaign was structured Leanne Fremar, senior VP and Creative Director (Women’s
Business). This successful global campaign enlisted unconventional woman icons such as
supermodel Giselle Bundchen and American Ballet Theatre soloist Misty Copeland.
Securities and Exchange Commission filling reveals Under Armour (NYSE: UA) spent $333 million
on marketing in 2014. Those costs increased $86.5 million, or 35 percent, from $246.5 million in
2013 — primarily a result of growing sponsorship of professional teams and athletes.
The spending spike for marketing came during Under Armour's biggest year yet. The company
posted more than $3 billion in revenue in 2014.
(Sarah Meehan, bizjournals.com)
After a redesign of their website by HUGE inc, UA got a lot of attention and sales from their
women consumers online.
A few points on areas, which UA capitalizes on to increase sales and keep the brand
interesting:
1. Focus on UA roots – Innovation + Performance
With the increasing popularity of healthy living, fitness and lifestyle the sports apparel market
segment now includes high fashion sportswear as well. However Under Armour has focused
greatly on its key roots- innovation and performance. For instance the “high-tech Olympic speed-
skating suit developed with Lockheed Martin”.
"This isn't about putting a product on a speedskater and sales go through the
roof," Under Armour chief financial officer Brad Dickerson told the Baltimore Sun.
"It's more about the long-term perception of the brand being innovative." (Lydia
DePillis, washingtonpost.com)
2. College and Youth Sponsorships
Marketing to the youth and younger sections help form a strong brand perception with a fresh
generation of individuals who in turn would be peer influencers to the generation that follows.
Besides this, they have CSR initiatives such as UA Power in Pink for breast cancer awareness, UA
Win Global for kids belonging to undeserved communities and UA Protect this House to support
individuals of various military offices.

27. Sports Marketing
Under Armour’s sports marketing strategy includes entering into outfitting agreements with a
variety of collegiate and professional sports teams, sponsoring an assortment of collegiate and
professional sports events, and selling Under Armour products directly to team equipment
managers and to individual athletes.
Recent and ongoing sponsorship deals, including a number of new high-profile collegiate partners
and an increasing number of international teams, give us high confidence the brand will be sought
after for at least the next 5-10 years, driving returns on capital higher from the midteens to the
mid-20s over the next decade. The firm has also picked its spots with individual athletes,
preferring to bet on younger stars such as Cam Newton in football and Derrick Williams in
basketball and Olympic athletes such as Michael Phelps and Lindsey Vonn. (Paul Swinand,
analysisreport.morningstar.com)

28. Bibliography
http://investor.underarmour.com/company/kevinplank.cfm
http://www.trefis.com/stock/ua/model/trefis?freeAccessToken=PROVIDER_c9b92707691fbfe399a7e8a98d2
121c1b30b106f
Empson,
Rip.
"Under
Armour
Buys
Mobile
Workout
Veteran
MapMyFitness
for
$150M
As
It
Looks
To
Keep
Pace
In
Digital
Fitness."
TechCrunch.
N.p.,
14
Nov.
2013.
Web.
18
Mar.
2014.
<http://techcrunch.com/2013/11/14/under-­‐armour-­‐putsdown-­‐150m-­‐to-­‐acquire-­‐fitness-­‐tracking-­‐
platform-­‐maymyfitness-­‐and-­‐its-­‐20musers/>.
http://www.businessweek.com/hot_growth/2006/company/6.htm
http://www.businessinsider.com/under-armor-innovative-clothing-2011-7?op=1#ixzz3TTU5I0l3
http://www.bloomberg.com/ss/06/05/hot_growth/source/7.htm
http://www.bloomberg.com/profiles/companies/UA:US-under-armour-inc
Under Armour Annual report, 2013
http://files.shareholder.com/downloads/UARM/4040144985x0x735952/1020FA20-6420-440E-8167-
BCD7DB8D5422/2013_Annual_Report.pdf
Mission Statement, uabiz.com http://www.uabiz.com/company/mission.cfm.
Vision statement http://www.underarmour.jobs/why-choose-us/mission-values/
“I
WILL”
VS.
“JUST
DO
IT”:
THE
UNDER
ARMOUR
SUCCESS
STORY
https://www.prophet.com/theinspiratory/2014/08/19/i-will-vs-just-do-it-the-under-armour-success-story/
High-­‐Performance
Winner?
Your
Must-­‐Know
Guide
To
Under
Armour
http://marketrealist.com/2014/12/understanding-­‐armour-­‐growth-­‐story/
Why
Nike
Will
Outpace
The
Sports
Apparel
Market's
Growth
http://www.forbes.com/sites/greatspeculations/2013/05/13/why-­‐nikes-­‐growth-­‐will-­‐outpace-­‐the-­‐sports-­‐apparel-­‐
markets/
“Under
Armour
Signs
Groundbreaking
Deal
With
Tough
Mudder”,
Mike
Ozanian
http://www.forbes.com/sites/mikeozanian/2011/12/08/under-­‐armour-­‐signs-­‐groundbreaking-­‐deal-­‐with-­‐tough-­‐mudder/
http://analysisreport.morningstar.com/stock/research?t=UA&region=USA&culture=en-­‐US&productcode=MLE
Here's
how
much
Under
Armour
spent
on
marketing
last
year
http://www.bizjournals.com/baltimore/news/2015/02/24/heres-­‐how-­‐much-­‐under-­‐armour-­‐spent-­‐on-­‐marketing.html
Under
Armour
tops
$3B
in
revenue
in
2014
http://www.bizjournals.com/baltimore/news/2015/02/04/under-­‐armour-­‐tops-­‐3b-­‐in-­‐revenue-­‐in-­‐2014.html
Ad
Age's
2014
Marketer
of
the
Year:
Under
Armour
Arresting
Advertising,
Textbook
PR
and
a
Take-­‐No-­‐Prisoners
Approach
Push
Brand
Ahead
of
the
Establishment
http://adage.com/article/news/marketer-­‐year-­‐armour/296088/