Feelin’ Sweaty

Under Amour is Feeling the Heat

With intense competition contracting Under Amour’s Market Share, here is a proposed way for UA to get it back.

Executive Summary

Insights:

Unique product offering, climate control clothing, as competitive edge in this specific market.

Problem

Under Armour is currently missing out on a significant opportunity to tap into a highly lucrative consumer segment that would undoubtedly appreciate their clothing as fashionable athleisure. This is primarily due to a lack of robust marketing and outreach efforts by the company, which has resulted in a failure to effectively engage with this demographic and communicate the value and appeal of their products. By focusing on targeted marketing campaigns and enhancing their outreach strategies, Under Armour could significantly expand their customer base and increase their revenue potential in this particular market segment.

The Plan:

Penetrate new market segments through targeted social media advertisements and new stylized brand shoots.

Company Timeline Overview

1996

Kevin Plank (Founder) developed "the Shorty": It wicked sweat faster than anything else - Kept athletes cool, dry and light.

1997

Heatgear ® when It's Hot & Coldgear ® when It's Cold - Sponsored Youth Athletic Teams.

2010

$1 billion dollar brand in 15 years after being founded.

2020

Patrik Frisk becomes CEO - Stephen Curry Brand Launch.

Background & Positioning

  • This target audience comprises individuals of all genders between the ages of 15 and 35, who can be segmented into various categories such as professional, collegiate, recreational, and casual. This diverse group encompasses people with different lifestyles, interests, and goals, making it a dynamic market to cater to.

  • Under Armour is strictly focused on climate controlled efficient athletic clothes used for performance. They were a first mover in making clothing with performance enhancing fabrics/gear that was able to wick away moisture from the body, enhance comfort despite weather, and regulate body temperature.

  • Sustainable Materials: As consumers become more environmentally conscious, there's a rising demand for athleisure made from eco-friendly and recycled materials, leading to a surge in brands offering products that prioritize sustainability.

    Versatility: Athleisure is no longer limited to the gym. Consumers are seeking versatile pieces that can seamlessly transition from workout to daily activities, emphasizing the need for clothing that's both comfortable and stylish.

    Streetwear Influence: Athleisure is increasingly influenced by streetwear aesthetics, resulting in bold graphics, oversized silhouettes, and unique designs that cater to those seeking a fashionable edge to their activewear.

    Inclusive Sizing: The demand for inclusivity in sizing has extended to the athleisure market, with more brands expanding their size ranges to cater to a diverse range of body types.

    Collaborations and Limited Editions: Collaborations between athleisure brands and high-fashion designers or influencers are becoming more prevalent, resulting in limited edition collections that generate excitement and exclusivity.

    Personalization: Customizable athleisure options, including color choices, prints, and even personalized embroidery or graphics, are becoming popular as consumers seek unique and personalized styles.

  • The targeted demographic would focus on the casual and recreational users who primarily identify as female or would utilize more feminine appearing clothing styles.

Growing with the Audience.

This strategic planning tool is used to assess organizations internal and external environment. This analysis provides a comprehensive overview of a company's current situation and helps guide decision-making and strategic planning. From this evaluation, UA can more accurately plan for the future and help them break into a new market.