top of page
UNDER ARMOUR- PECHA KUCHA
Global Merchandising Strategies
The presentation was a complete company profile highlighting their dominance in the tech apparel space. The challenge of the presentation was a 20 second time restraint between slides forcing a complete understanding of the subject and information which needed to be shared.
Under Armour is an American sports equipment company that manufactures footwear, sports, and casual apparel. They are credited for the creation of “Performance Apparel” and have grown into a brand that operates more than 400 stores world-wide and is now carried in over 1,000 branded stores in over 40 countries.
Under Armour was founded in 1996 by Kevin Plank, a former University of Maryland football player-turned-entrepreneur who was tired of sweating through his T-shirts at practice. After sweating through shirt after shirt and noticing his compression shorts stayed dry, he set out to create moisture-wicking sports apparel, that would help keep athletes cool and dry while they exercised.
He found a void, which he was inclined to fill in the sportswear industry. His first product was a t-shirt made of a synthetic base layer made to wick away sweat. He sent prototypes to his football colleges who were currently playing in the NFL. The design would be perfected, and Plank would sell $17,000 worth of the shirts with multiple signed contracts by 1997.
With Kevin wanting to enter the race putting himself up against the industry greats, he had to see something they didn’t. It wasn’t in the apparel, but what could be woven into it. Kevin wanted to imbed technology into his clothes that change the way your body reacted to temperature change.
With Kevin wanting to enter the race
putting himself up against the industry greats Nike Reebok, and Adidas, he had to see something they didn’t. It wasn’t in the apparel, but what could be woven into it. Kevin wanted to imbed technology into his clothes that would regulate your bodies temperature during activity.
Cold-Gear has quickly come away as Under Amour’s strongest apparel line. As your body emits energy the mineral infused fabric absorbs & reflects it back, improving endurance. It wicks away sweat and keeps you amazingly warm.
If you work out in the cold, do it in Cold Gear.
Technology has also stuck to its roots at Under Armour. The acquisition of MapMyFitness came in 2013 at an evaluation of $150 million dollars. The application is designed for hardcore runners and cyclists who wanted to log ever single run or ride they complete.
Under Armour has followed through with two sneaker designs.
The lines currently being offered with technology imbedded is,
The Hovr shoe, can be synced to the MapMyFitness App where the physical shoe tracks & analyzes your running metrics, and helps you become a better runner. The Flow has a fully breathable upper, also eliminating the historical rubber sole for a snappier cushioning system.
Leading into their general apparel,
Under Armour continues to carry everyday performance wear, along with sport specific clothing aside from their technology lines. Under Armour differentiates themselves from some other aspirational brands by carrying full lines of men’s women’s unisex and children’s apparel.
Under Armour also carries a full assortment of clothing to satisfy the needs of today’s active woman. Deep in history under armour was one of the first
to carry a full complimentary line of women’s activewear. Today Under Armour sparks passion from some of the prominent women of our time.
Under Armour continues to manufacture
durable activewear for athletes of all ages 2T and up. It holds their children’s apparel to the same high standards you’d expect when purchasing an item for yourself.
Under Armour carries footwear for any adventure. Whether you need a new pair of hiking boots, or a new pair of runners. Under Armour continues to cater and offer the highest quality products in the performance industry.
Ranging from Socks, to Masks, backpacks, and hats Under Armour’s logo has seemingly begun to appear on everywhere. With the wide variety of options, Under Armour can now cater to their curious customers about what else Under Armour can get right, while they complete their look with any of Under Armours accessorizing options.
According to Under Armour
“Support and inspire the brave men and women dedicated to protecting us, every day.” That is Under Armours motto when identifying this line. Under Armour offers 20% off for Military, First Responders, Healthcare Workers and Teachers at all UA stores, and 10% off at all factory stores.
“The value of an influencer is the equivalent to a new market.” The 2000’s brought a wide range of new marketing and advertising tactics but one that has taken brands by storm is the recent introduction of influencers, that fit your brands model. Some have earned personal brands within the company.
Dwayne Johnson, one of the largest men in Hollywood has brought his personality and brand to the table at Under Armour. Johnson’s social media platform has been utilized to promote health and fitness striving to motivate and empower people around the world.
The Launch of Curry Brand looks to compete with Nike’s Jordan brand. For NBA icon Steph Curry, this deal will allow for Under Armour to gain momentum with appeal to younger generations as Michael Jordan did for Nike. Curry Brand looks to provide renewed drive for under armour
“We are a performance apparel brand, not high fashion couture.”In 2016, Tim Coppens took Under Armour to the runway, sharing fitted rugged looks, instead of the baggy looks prominent in sneaker culture. Executives know that to become a global powerhouse like Nike, they must distribute their gear, and into everyday life.
Under Armour continues to evolve their brand by accumulating prominent influencers and assessing current industry trends. Under Armour have opened 144 factory stores across the world with plans including technology being the driving force. Connected fitness will remain a core element for Under Armours future growth.
Today, With E-commerce growing 50% year-over-year, Under Armour has plans to cut distribution to 2,000-3,000 wholesale stores by the end of 2021, Under Armour runs 144 factory stores, which will now carry the missed merchandise from outside retailers. A focus on innovative athletic performance products and experiences will be the brands focus for the coming years.
bottom of page