Under Armour’s rise to popularity

Under Armour is an American sportswear company. Recently, Under Armour is considered right behind Nike as the second largest sportswear brand in the United States (after taking over Adidas). Even though Under Armour’s current quarterly revenue (as of 30/06/2014) is USD $609.65 million, whilst Nike’s is USD $7,982.00 million (as of 31/08/2014); Under Armour holds its own against Nike in competing over endorsement and sponsorship deals.

Personally, part of the reason I feel that Under Armour is so popular,
is due to the fact that their clothing combines comfort, fit and performance
seamlessly. Under Armour targets the athletic individual. Even though they fit well, Under Armour does not focus on fashion; but focuses purely on originality and performance. This sets the brand name and perception that Under Armour is a specialized company which makes top quality sports apparel.

Another reason for Under Armour’s popularity is through their marketing strategy. Under Armour markets their female products differently as compared to their competitors. Instead of using bright and ‘feminine’ colors, Under Armour makes use of famous female athletes (such as soccer player, Heather Mitts) in their commercials and advertisements to attract a broader market. This allows female customers to relate to Under Armour more and prevent them from perceiving Under Armour as a masculine brand.

I believe that if Under Armour continues to innovate, produce high quality sportswear and continue implementing effective marketing strategies, they will be able to match or even surpass Nike as the top Sports Apparel company in the United States in the future.