Under Armour, Inc.Joshua O'RourkeMBA-560Milestone One
Branding and Idea ContextDefining FeaturesUnder Armour is a sporting goods and fitness gear company that is headquartered in Baltimore, Maryland. Its mission is “to make all athletes better through passion, design and the relentless pursuit of innovation” (About Under Armour, 2019). The brand is best known for its compression clothing, but has since grown to now have a wide variety of products. Products suchas shoes for multiple sports, athletic tops, athletic bottoms, socks, and underwear.The sports in question where Under Armour has invested the most in to define it brand would have to be football and basketball, where their logo and constantly be seen by either the teams or players they sponsor. Players like Steph Curry, or teams like the University of Maryland, along with others often get national exposure and therefore allows Under Armour a platform on which to promote its products. Since the debut of Under Armour’s latest product, their running shoe the HOVR Infinite, the company has since moved into the running market. Already a quality product, Under Armour’s next step should be to create a shoe that makes sport watches obsolete to runners. This next shoe will allow for runners to have all the same stats that they get currently from the HOVR Infinite; distance, time, pace, and elevation change; but it would add running stats that are currently only available in sports watches. Stats like ground contact time, cadence, vertical oscillation, vertical ratio, and stride length could be added into this new product, and the HOVR Infinite 2.0 would be the next generation of running shoe.Fit of New ProductsUnder Armour’s latest products tend to fit the core of the company’s mission. There latestRunning shoe, HOVR Infinite, won the 2019 Runner’s World “Recommended” Award, the first 1
time any of the company’s running shoes has received an honor. The product featured the innovative HOVR foam and variety of wild, colorful designs. Combined with the performance award, this new product hits on all three points of Under Armour’s mission; better athletes, design, and innovation. The fit for the new HOVR Infinite 2.0 would be a better fit than its predecessor. Innovation is what the company is known for, and putting a sports watch into a running shoe has never been done before. Under Armour was created thanks to a blue ocean, as a result, all products that the company has made have attempted to follow a similar path (Furgurson, 2018). Rather than creating a product that is similar to others in the market, create a product that does not exist in the market. This is another opportunity at a blue ocean for Under Armour as everyone has some type of Bluetooth connect shoe, but no one is going as far as putting all the features of running metrics in a shoe. Under Armour would be the first and the stats collected from the runners would actually fulfill the mission of the company as these stats will tell runners if they are improving, or if they need to fix their stride, resulting in better athletes.