Under Armour Case EXAMPLE 1

Under Armour Case EXAMPLE 1 - HARVARD UNIVERSITY DCE MGMT...

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Page 1 of 14 HARVARD UNIVERSITY DCE MGMT 6000 | CASE STUDY 1 | UNDER ARMOUR PROFESSOR: Nicholas Nugent Jr. TEACHING ASSISTANT: Katie Guimond STUDENT: Raffaello Leti Messina 2005 2006 2007 2008 2009 2010 2011 2012
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Page 2 of 14 Cover of the 2013 Under Armour Annual Report UNDER ARMOUR AT A GLANCE
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Page 3 of 14 Under Armour’s Facts and Figures On The Trail To Success
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Page 4 of 14 Intro - According to the company description provided to the NYSE, Under Armour Inc. hereinafter also referred to as UA, is engaged in designing, development, marketing and distribution of technologically advanced, branded performance products for men, women and youth. The Beginning - Founded in 1995 by Kevin A. Plank a passionate football player and then special team captain of special teams at University of Maryland, Under Armour started its production as a niche player providing men’s hi-performance apparel – mostly underwear at the beginning – intended for outdoor activities in any climate conditions. Early UA products were made with recently developed materials previously adopted for wetsuits and extreme alpine equipment by very specialized brands such as French Millet and Japanese Mizuno. UA extended the purpose of such hi-performance moist-wicking materials to popular U.S. sports and workout adopting futuristic design stressing the idea of “unstoppable”, strong/muscular, willful athletes, thus positioning its brands in a very innovative fashion. According to the purpose of its products, UA used very aggressive communication strategy and mottos – such as “protect this house” or “never detected always lethal” – which sound are more like war cries than promotional messages, paying particular attention to products design and fit. Even the company name and logo recall ideals of strength, endurance and fighting spirit. In terms of identification of products’ purpose, UA sent out very simple clear messages such as ColdGear, HeatGear, Tactical Gear. The introduction of fashionable Tactical Gear significantly reinforced the fascinating power of the brand to its originally narrow target audience. Such original UA niche player, focused strategy worked remarkably well because of the perfect mix of: outstanding, highly innovative, well-manufactured, intelligently designed products, unquestionably effective communication and promotion. In terms of promotion, during the first part of its history, due to its initially limited financial resources, Under Armour carry out campaigns featuring young promising athletes and partnered with second tier, genuine college teams and athletes stressing the concept of hard work and severe condition and being part of a team. Although the visibility of the brand was limited by company’s inability to recur to mass media, its first promotional strategy complemented by a genuine grounding with a grown set of local sport institutions, contributed to elevate UA products reputation as superior performance apparel supplier; not the ordinary
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Page 5 of 14 unspecialized commercial stuff one my purchase from Nike or Adidas. Original UA products had no
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Under Armour Case EXAMPLE 1 - HARVARD UNIVERSITY DCE MGMT...

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