Underarmour presentation

PRESENTATION

Under

Armour

Start

Index

Retail Format

Brand Analysis

Brand History

Consumer Profile

World & Brand

Vision & Mission

Thanks

Kevin Plank, founder of under armour. Decided he had enough of sweaty shirts.

1996

Under armour through the years

1999

UA experiences rapid growth thanks to featuring in some warner bros movies. Sponsors NFL combine and University of Notre Dame

The brand went public, trading at NASDAP under "UARM". They doubled on their first day on the market.

2005

We must protect this house, first TV ad and first investment of $12 million secured from Rosewood Capital.

2002

UA makes the leap into footwear and quickly gained a 23% share for their first line of FootBall cleats. Later that year they became official footwear supplier to the NFL.

2006

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UA reaches the $1 billion mark in revenues, after 15 year since its establishment.

2010

2011

In pursue of innovation UA develops Charged Coton, a fabric that dries faster than cotton, but feels just as soft and comfortable.

UA undergoes its digital transformation through the acquisition of fitness apps. They later developped the Connected shoes

2015

UA develops their new Coldgear Infrared, it is a line designed to help atlhetes stay warm longer while exercising in the cold.

2013

Creation of the UA HOVR footwear line, made with an innovative cushionning system in the sole that helps lessen impact on the athletes.

2018

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Under Armour has positioned itself strongly as a premium brand for sports footwear, apparel and accesories.

Positionning

Sustainability and innovation are core components of UnderArmour's identity. UA focuses on high quality of products and increase performance for athletes.

Slow Fashion

Brand embassadors

UNDERARMOUr Identity

Under Armour's ambassador list contains highly influencial names such as; The Rock, Stephen Curry, Tom Brady, Lindsey Vonn...

Centered around the sports culture this value is important at UA.

UA actively pursues for equality, respect and unity within their work environment.

Good teamwork and strong sense of unity is UA's definition of strentgh and helps growth.

Brand Values

Shows their involvement with their target consumers.

RETAIL FORMAT

Retail store

41%

53%

Wholesale

Others

geographical segment

14%

68%

15%

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Consumer profile

Under armour's US customers are mostly male they compose 69% of buyers. The brand however targets all gender.
The are between the age of 18 and 24 years old. Targeted audience extends to younger customers
They are sporting amateurs, enthusiats or athletes that are attracted by its performance oriented products and its close allignement with their own morals and views.

UnderArmour's world

ViDEOS

+ info

THE ONLY WAY IS THROUGH CAMPAIGN

PROTECT THIS HOUSE CAMPAIGN

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Introduce new products
More collaborations
Expand to international markets
Focus on women apparel

Opportunities

Political polarization
Heavy competition
Product capabilities
Market uncertainties

threats

D2C plan for the future
Focus on exclusivity

Future of Under Armour

Future plan

THANKS!

Underarmour presentation

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Transcript