Good Under Armour Case Study Example
Under Armour is a brand that conjures images of fitness in a variety of sports and physical activities done in all types of weather. The brand has committed to offering the unique technology of heat gear, cold gear, and all weather gear. Under Armour specializing in producing an elite technology in materials made specifically to be worn for ideal performance without interference of the athlete’s performance due to weather or the material, no other brands had produced such advanced technology in fitness apparel. The essay will focus on highlighting information about the Under Armour Company.
The organization began a new trend when they arrived on the market with fitness apparel designed for various types of weather for the ultimate performance gear. A football coach from the University of Maryland discovered a problem he was seeing with the interference in performance of his players wearing cotton shirts that were not wicking the moisture from sweat and weather. The observation led him to research and develop a moisture wicking material that became the starting point for the brand specialty. The company gained major success with approximately thirteen locations throughout the world that carry and offer the UA brand. In a short period of time, the Under Armour brand become a household name like Nike, Reebok, and numerous other competitors who have been in the market for decades.
Customers are willing to pay top dollar for the product because they value the quality of the brand, which helps offset the challenges the company experiences in a market with numerous well-known competitors. The athletic industry saturated with established competitors who have been recognized by consumers for decades, does not make the fitness apparel and gear industry an easy market to enter for a new brand. As a newcomer to the industry, UA has managed to hold a solid position in the market despite the immense conglomerate competition. The popularity of the product has kept the value for customers who become loyal to the brand and continue to spend the high prices associated with the Under Armour products.
The company has also done excellent work in associating with socially responsible events, such as the well-known Tough Mudder events they have sponsored. The partnerships with many top athletes throughout the world have helped with the brand image as one that the leading names in the athletic industry. Regardless of the challenges of the fitness apparel industry’s highly competitive market, Under Armour has proven its worth and may be here to stay long-term because of the innovative technology that they are committed to offering the consumer market.