Under Armour

Cassidy Robinson

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 Table of Contents

Under Armour History

Product Description

Company Analysis

Customer Analysis

Competitors

S.W.O.T. Analysis

Marketing objectives

Communication Objectives

Advertising Objectives

Media Objectives

Public Relation Objectives

Launch Strategies

Success Metrics

Press Release

Executive Summary

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Under Armour
History

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 History Of Under Armour

In 1996, when 23 year old football player, Kevin Plank, struggled with having
to change multiple times a day during football season because of how much he was
sweating. He decided that there had to be a better option out there. He wanted to
find a solution to his sweat soaked cotton T-shirts.
After lots of research on materials, fabrics and athletic material Plank’s new
company, Under Armour, designed the first of many moisture-wicking fiber shirts,
which helped the football players stay dry, and cool even in the hottest of
conditions. He called this first design a HeatGear T-shirt, also named #0037.
After great success with his HeatGear T-shirt line Plank introduced two new
lines of T-shirts known as ColdGear and AllSeasonGear. The ColdGear allowed
athletes to stay warm and dry even in the coldest of conditions. And the
AllSeasonGear was designed to keep athletes comfortable between all extremes.
In 1999, one pivotal moment for Under Armour that helped to get them
recognized was their involvement in the film Any Given Sunday staring Al Pacino
and Jamie Fox. Due to product placement in the film the Under Armour gear was
worn by the football players in the movie, putting their merchandise right in the
limelight.
In 2002, due to its continued growth, Under Armour moved its global
headquarters to an old soap factory in south Baltimore. With this large amount of
growth the company decided to create its first TV commercial featuring former
University of Maryland football star Eric "Big E" Ogbogu and a group of young
athletes. This TV commercial established the brand through every household across
the US and made it become a regular name to people everywhere.
In 2003, with growing demand and success Under Armour launched its
women’s line, UA Women. In 2004, Under Armour also created a new line of

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activewear specifically for boy’s and girls and outdoor athletes. Another big success
by Under Armour was the launch of its Golf line in 2005.
Less than 10 years after its launch, Under Armour ended the year with $281
million in revenue.
In 2006, Under Armour wanted to achieve even more and set out to clothe
the athletes from head to toe.
Under Armour started a new campaign called, Click-Clack. This branched into
the footwear business and was done through a line of football cleats. The brand
captured a 23% share of the market in just the first year. Due to the enormous
success of the football cleats Under Armour expanded to include baseball, softball
and lacrosse cleats.
In 2008, Under Armour revealed its highly anticipated line of performance
trainers marking its official entry into the athletic footwear market. The year 2010
ended with an incredible financial milestone for Under Armour as it had surpassed
$1 billion in annual revenue almost quadrupling revenues in a five-year period.
As the company grew so did their ability to start making a presence in other
countries. They started making deals with professional teams in Japan, Europe,
Canada, and Latin America. In 2011 Under Armour opened its first-ever brand store
in China. Also in 2011 Under Armour created a new line of Charged Cotton apparel
that dried fast and performed, which gave the athletes the same water-resistant
technology that they had loved with UA other lines of clothing.
17 years after its original launch of HeatGear, Under Armour took it to a
whole new level once again with the launch of Armour39. This was the first-ever
performance monitoring system that measures what matters most to an athlete:
their WILLpower. (explaine what this is in detail)
The brand's mission is to make all athletes better through passion, design,
and the persistent pursuit of improvement. Its commitment to that mission has led
to countless game-changing products that give athletes an advantage.

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 Product
Description

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 Product Description

Mission Statement: MAKE ALL ATHLETES BETTER THROUGH PASSION,

DESIGN, AND THE RELENTLESS PURSUIT OF INNOVATION

Under Armour was created by a football player named, Kevin Plank , for
football players. Over the years Under Armour has grown to creating and supplying
products for men, women and children, within a wide range of sports and outdoor
activites. The feature product that Under Armour designed is their wicking
technology T-Shirts. The microfiber technology allows for the fabric to draw off the
liquid from the body, keeping athletes cool and dry.
Under Armour, designed the first of many moisture-wicking fiber shirts,
which helped the football players stay dry, and cool even in the hottest of
conditions. He called this first design a HeatGear T-shirt, also named #0037. After
great success with his HeatGear T-shirt line Plank introduced two new lines of T-
shirts known as ColdGear and AllSeasonGear. The ColdGear allowed athletes to stay
warm and dry even in the coldest of conditions. And the AllSeasonGear was
designed to keep athletes comfortable between all extremes.
Under Armour has also started a line of shoes. They started off with cleats
and moved on to creating running/athletic shoes. Under Armour’s goal is to satisfy
the needs of a wide variety of sports and athletic endeavors. They have everything
from swimming and biking, to racquetball and golf. Each product line that they have
added is specifically engineered to give that athlete the best possible experience.

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 Product Life Cycle

Introduction: 1996-1998

 Brand New Idea

 Synthetic microfiber wicking T-shirts created for Football players
 Under Armour introduced HeatGear, ColdGear, and AllSeasonGear
 Due to exponential growth UA moved headquarters to Baltimore

Growth: 1999-2001

 Sales continued to grow

 Featured in the film Any Given Sunday staring Al Pacino and Jamie Fox
 Bought first big print ad in ESPN generating $750,000 increase in sales
 Gained relationships with Major League Baseball, National Hockey League,
and the Baltimore Marathon

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Growth: 2002-2005

 In 2003 Under Armour launched its first TV campaign

 Under Armours Slogan “Protect This House” became huge among athletes
 Launched its women’s line in 2003
 In 2004 launched a boy’s and girls line
 In 2005 UA introduced it new line of Golf attire
 10 years after its launch UA ended the year with $281 million in revenue

Growth: 2006-2010

 2006 wanted to dress athlete head to toe

 Began the knew Click-Clack campaign and introduced cleats
 Captured 23% market share in first year
 In 2008 they revealed their line of performance trainers (athletic footwear)
 Roster of athletes grew Ray Lewis, Lindsey Vonn, Georges St0Pierre, Brandon
Jennings, Michael Phelps, Tom Brady, and Sloane Stephens
 Opened a European headquarters in Amsterdam
 Built first branded-retail store in Annapolis, MD

Growth: 2010-Present

 Growing worldwide, Latin America, Africa, Europe, Canada, Asia

 2011 UA opened first branded store in China and became the official
technical partner to Tottenham Hotspur of the Barclays Premier League
 2011 developed cotton charged apparel that dries fast and performs
 In 2013 UA launched performance monitoring system
 Revenue is around $2 billion annually and the brand is recognized
worldwide as a global leader

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Positioning

Under Armour wants its customers to view the brand as top of the line
athletic performance gear with technologically advanced fabric with wicking
properties for every man, women, child, athlete, and sports fan out there. They have
a wide variety of clothing options for a wide variety of sports and outdoor activities.
They believe that every activity needs its own identifiable products made with
innovative material that will never cease to impress. Under Armour continues to
grow and reposition its brand in new and innovative ways. Their worldwide athletic
campaign has taken the athletic market by storm and they still continue to surprise
us with their astounding products.

Points Of Difference

Features:
 Technologically advanced fabrics and materials

Attributes:
 Microfiber Material
 Wicking Technology
 Wide range of products for different activities

Benefits:
 Lightweight
 Keeps you dry (absorbent)
 Anti-odor technology prevents the growth of odor causing microbes
 Reaches large cliental

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Distributors:
 Under Armour stores
 Sports Authority
 Dick’s Sporting Goods
 Big 5 Sporting Goods
 Sport Chalet
 Golfsmith
 Angler’s Choice
 Bass Pro
 Road Runner
 Turners Outdoorsman
 Soccer Fanatic: San Diego

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Company Analysis

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 Company Analysis

Goals:
Under Armour has been in a continuous state of growth since it’s creating in
1996. They survived the recessions and continue to thrive with their consistent
ability to adapt and change to the growing needs of the athletic market. However,
now that the company has achieved so much growth in annual revenue and a
massive amount of market share they need to focus more of their attention on
corporate social responsibility.

Focus:
 Bring global awareness to athletes everywhere
 Be accountable and stay humble
 Take risks and strive for greatness
 Empower, support, challenge, and inspire
 Develop more focus on social responsibility

Culture:
“Culture’s a really powerful thing. It’s an incredibly important thing in every
organization,” (Kevin Plank, Founder and CEO). Under Armour wants to dedicate
themselves to be a top of the line athletic brand that will always go above and
beyond the expectations of the customer. Under Armour has so many famous and
talented athletes supporting their brand, that it has allowed them to grow within the
athletic market. Also Under Armours commitment to being the best has given them
numerous opportunities to be featured in movies and their products worn by
celebrities. This allows customers to see the extent of their brand and the quality
behind their products.

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Market Share:
In 2014 Under Armour surpassed Adidas to become the number two athletic
sports brand behind Nike. Under Armour had $1.2 billion in sales, Adidas had $1.1
billion and Nike came in with $8.9 billion in sales. Nike has 44 more years of market
exposure than Under Armour. This newly emerging company is gaining more
popularity among activewear customers and is eating away at Nike’s market share.
This company is growing and exceeding all expectations originally given.

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Customer Analysis

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 Customer Analysis

Market:
The activewear market has grown 1% in the past year and the total sales
have reached $206.3 billion. Activewear sales have increased significantly because
customers are no longer just wearing activewear to the gyms, but they are now
“hanging out” in activewear. Consumers want to be comfortable and versatile.
Activewear in this current market has become a fashion statement that allows
consumers to express not only themselves, but also a sense of athleticism and
wellbeing. Due to this growing demand competitors have had to find new and
innovative ways to stand out amongst the competition. They have done this with
innovation, creativity, color and uniqueness with their designs.
The main reason that the activewear market has boomed so much is the
comfort that is associated with the activewear. According to Cotton Incorporated
around 73% of the customers who have adopted the activewear trend did so with
purposes other than working out, such as comfort. Wearing clothing meant for the
gym has become a new trend and style. Consumers not only want to be comfortable,
but they also want to look healthy. By wearing athletic clothing it can lead them to
be looked by others as if they workout or go to the gym. Exercise and health are
growing in awareness around the United States and the demand for activewear is
growing with it. (statistics behind it)

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Types of Customers:
Under Armour targets a wide variety of customers who are both male and
female with different athletic, outdoor, sport needs.

Primary Customer:
 Female age 25-40
 Income level $50,000 and above
 Interested in gaining a better workout experience
Secondary Customer:
 Female age 18-25
 Income level $10,000 to $30,000
 Interested in athletics, getting into shape, or exploring outdoor activities
Tertiary Customer:
 Adults Male and Female age 40 and over
 Income level $50,000 and above
 Interested in maintain a healthy lifestyle or spending more time being active
with family

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Value Drivers:
Under Armour has many female athletes and models in numerous sports and
activities that they endorse. Some of these famous individuals that support and
promote their brand are, Misty Copeland, Lindsey Vonn, Gisele Bündchen, Brianna
Cope, and Kelley O’Hara. Under Armour has consistently delivered top of the line
sports apparel that caters to many of the needs of its customers.
Under Armour just released its new line of Cotton Charged t-shirts that
deliver the same dependability and high quality that the microfiber t-shirts provide.
This new line of Cotton t-shirt allows for more movement while working out.
Under Armour does a large amount of sales through their website and the
websites of the retailers from which the goods are sold. Under Armour is sold in
almost every sports store in the country and is even sold in numerous stores
globally. They have 146 stores in the U.S. However, most of Under Armour sales
(80% of its business) are done through 20,000 retail stores (such as Dick’s Sporting
Goods, the Sports Authority and Big Five) in the U.S. and overseas.
(think about growing the brand)

Decision Making:
Under Armour promotes sustainability and responsibility to both the
environment and their workers. Although they are still trying to improve their
environmental footprint within the, manufacturing and packaging of their products,
they are committed to lessening their environmental impact. Under Armour’s green
products are made from recycled plastic bottles and in the year 2011 they converted
over 2,000,000 one liter bottles. (www.recyclebank.com/partner/underarmour-
com)
It is of upmost importance to Under Armour to maintain a strong
commitment to keeping the health and safety of their workers in place. Both their
suppliers and subcontractors must provide the employees with safe and healthy
working conditions. Being a socially responsible company, they hold their suppliers,
manufacture, and vendors to the regions rules and labor regulations. They want to

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ensure that all companies comply with all of the workplace conditions, safety and
environmental laws and regulations of that region. Under Armour wants to keep
their products green and make sure that they maintain a safe and healthy working
environment.

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Competitors

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 Competitors

The athletic apparel industry is highly competitive in not only the US, but
around the world. The leading brands that compete globally are Nike, Reebok, and
Columbia Sportswear Company. When Under Armour developed and became the
leading provider of the wicking technology the other competitors saw the success of
this new idea and did their best to copy the technology in order to stay a relevant
brand. There is intense competition with these brands and as styles and trends are
consistently changing and becoming brighter, more outgoing, and full of patterns.
Under Armour has not only managed to remain the first mover of this wicking
technology, but is also one of the main providers of these colorful, pattern filled
athletic goods.

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Strengths:
 Very competitive pricing
 Number one sports brand
 Has a strong marketing position with top athlete sponsors
Weaknesses:
 They are not socially responsible
 Increasing cost
 Lack of brand stores
Opportunities:
 Successful in creating innovative products
 Favorable among industry with new trends and fashion
 Many emerging markets that are great for more growth
Threats:
 Growing competition from Under Armour and Lululemon
 Economic issues due to high product costs
 Nike does a lot of sales outside of the United States and the currency
translation can hurt results

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Strengths:
 Lower costs appeal to majority of Americans
 Most of its sales are through department and sporting good stores
 Does a lot of sponsorships with companies and teams nationally and
internationally
Weaknesses:
 They are starting to lose their foothold within the athletic industry because
of new competition
 They also suffer from counterfeit products being sold which hurts their
reputation.
Opportunities:
 Company could expand more into youth clothing
 They could look into improving products
 Gaining more sponsorships from top tear athletes
Threats:
 Fluctuating exchange rates of currency can cause losses to the company
 The issues with fake and duplicated products being sold under their brand

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Strengths:
 The brand is known in over 72 countries and has over 13,000 retailers
 The brand has 7 decades of history as the largest American Ski apparel brand
 They own all facets of their production process which cuts down on
production costs
Weaknesses:
 The brand is not very well know internationally
 The brand does not advertise as aggressively as its competitors
Opportunities:
 Company could expand operations over seas
 Increase marketing efforts to expand brand recognition
 Expand target market to reach more segments of the population
Threats:
 Less consumer loyalty due to market fragmentation
 Counterfeit products being sold at a much lower price
 Not well known outside of the USA

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S.W.O.T.
S.W.O.T. Analysis
Analysis

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 S.W.O.T. Analysis

Strengths:
 Very recognizable brand logo that is highly respected
 They have many athletic sponsorships in a wide range of sports
 First brand to enter microfiber (wicking) market
 Exceptional microfiber technology
 Wide range of products and prices
 Targets all segments of the athletic market
Weaknesses:
 Higher prices than competitors
 Strong competitive market
 More male targeted than female
 Have not been within the Athletic market for a long time
Opportunities:
 Expand on designs and products for the female market
 Increase number of brand stores
 Expand into new markets that have yet to be explored
Threats:
 Fairly new company
 New expanding competitors
 Economic issues because they have higher prices

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Marketing Objectives

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 Marketing Objectives

 Objective #1: To achieve a sales goal of 4 billion for fiscal year 2016.
 Objective #2: To grow market share to 20% for fiscal year 2016,
 Objective #3: To open up new brand stores through out California, Florida,
and New York for fiscal year 2016.

In order to reach our marketing objectives Under Armour has decided to

expand on their markets in hopes to increase brand awareness. Advertising will be
implemented through the use of billboards, magazines, major television channels,
online, and social media sites. These advertisements will be centered on targeting
females both athletes and non-athletes. We intend to create an image for our brand
that is well known, reliable, and competitive.
Under Armours marketing team will be creating a detailed schedule of
advertisements that are going to run during the fiscal year 2016. The
advertisements will take place during the prime gift giving months, after new years
resolutions, and during the summer months to promote good health (December,
January, February, June, July, and August).

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Communication
Objectives

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 Communication Objectives

 Objective #1: To achieve a reach of 65% of our target market for fiscal year
2016.
 Objective #2: To use a substantial amount of advertising to increase
impressions (opportunity to be exposed to the message there by increasing
awareness and trial).
Primary Market:
Middle age working females interested in maintain a healthy lifestyle
 Female age 25-40
 Income level $50,000 and above
 Interested in gaining a better workout experience

Secondary Market:
Young college students who are athletes or just students interested in maintaining a
healthy lifestyle
 Female age 18-25
 Income level $10,000 to $30,000
 Interested in athletics, getting into shape, or exploring outdoor activities
Tertiary Market:
 Adults Male and Female age 40 and over
 Income level $50,000 and above
 Interested in maintain a healthy lifestyle or spending more time being active
with family

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 How will we reach our target market?
Our new and innovative advertisements and promotions will be used to
communicate the benefits of our products to the target market. With new creative
designs Under Armour hopes to appeal to the younger generation. We want to focus
not only on our top of the line athletic products, but the attractiveness of the designs
as well. For the tertiary female market we will still promote our creative designs,
but emphasize the comfort and supportiveness of the products.
We hope to gain more female celebrity endorsements to promote the brand
within the female athletic apparel market. We want the brand to be promoted in a
way that both the younger and older generations feel comfortable and happy with
the new products. Having multiple female role models endorsing the brand can help
with not only brand recognition, but also a positive brand image.
Due to the diversity of our demographic, the forms of communication that
will be used are going to be print, billboards, transit, and also social media in order
to reach the younger more technologically biased generations.

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Advertising
Objectives

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 Advertising Objectives

 Objective #1: To increase the intent of the target market to induce trial by
17% for fiscal year 2016.
 Objective #2: To increase brand name and recognition by 20% for fiscal year
2016.

Under Armour intends to promote the new elements of their brand through
advertisements with billboards, print, and commercials. We plan to run most of our
Advertisements during December, January, February, June, July, and August. There
will be print advertisements in magazines and billboards in active city locations. We
will also be implementing T.V. advertisements that will help to reach a broad range
of our markets.

Billboards:
 Clear Channel Communications
 California-Los Angeles, San Francisco, San Diego, Sacramento,
San Jose, Oakland, Santa Barbara, Anaheim, Long Beach, Santa
Monica, Malibu, Irvine, Santa Cruz, Pasadena, Riverside, Stanta
Ana, Huntington Beach, Newport Beach, San Bernardino, San
Luis Obispo, Calabasas, Temecula, Redding, Laguna Beach,
Carlsbad, and Burbank
 Florida-Miami, Orlando, Tampa, Fort Lauderdale, Jacksonville,
Tallahassee, Daytona Beach, Palm Beach, and Venice Beach
 New York-New York City, Rochester, Albany, and Buffalo

Magazines:
 Cosmopolitan Magazine
 Woman’s Health

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  Runner’s World
 Oxygen
 FitnessRx
T.V. Commercials:
 MTV
 ESPN
 Lifetime
 E!
 Oxygen

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Media Objectives

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 Media Objectives

 Objective #1: To increase social media coverage via Facebook, Twitter, and
Instagram by 13.5%.
 Objective#2: To maintain strong brand recognition through all forms of
social media.
 Objective #3: To create a 12 month I Will What I Want campaign for Under
Armours woman’s campaign.

Under Armour plans to increase use of Social media including Facebook with
an additional 1.3M likes, Twitter with an additional 700k followers, and an
additional 1.75M followers on Instagram. We also by promoting the use of the
hashtag, #IWillWhatIWant, we hope to gain brand recognition and support for
Under Armours new line of women’s apparel.

Internet
 https://www.facebook.com
 https://www.twitter.com
 https://www.instagram.com
 https://www.tumblr.com

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Public Relations
Objectives

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 Public Relation Objectives

 Objective #1: To garner at least 25 news worthy articles in targeted media

for fiscal year 2016.
 Objective #2: To create public awareness for the social responsibility of the
brand for fiscal year 2016.
 Objective #3: To promote a strong corporate image in order to obtain a halo
effect for the overall brand.

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 Social Responsibility

To help improve their social responsibility Under Armour will start a

campaign with two companies, Project WomanKIND and Women for Women. We
have decided to target our campaigns for improving life for women.
Project WomanKIND is a web series campaign that is featured online to help
promote a positive body image. As Under Armour tries to target a new market they
need to reevaluate what that market might look like. UA wants to start promoting a
wide variety of body images in its new add campaign to better appeal to all of its
clients who may work out, but not have that perfect size two body.
UA plans to hold a special launch of new lines at a fashion show in New York.
Tickets will be advertised and sold with all profits being given to the Women for
Women organization. Promotions, teasers, and invites would be created prior to the
even in March of 2016. This event will also be broadcast across the country and will
be featured in the new Under Armour brand stores.
Women for Women is an international foundation that was created more
than 20 years ago. They help women who are facing violence, marginalization, and
poverty as a result of war or conflict. Their mission is about teaching women the
basic skills in life needed to take care of yourself. This organization shows them how
to earn and save money, develop health and well-being, how to have a voice, and
how to stay connected within their society.
Under Armour wants to promote its new Women’s line of clothing with the
knowledge that there are women out there suffering, so what can we do to help?
They are going to take 10% from every woman’s item sold throughout the fiscal
year 2016 and donate it to the Women’s resource centers throughout these
struggling countries.

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March 26, 2016

Under Armour Launches "Project WomanKIND" Campaign Featuring

four Australian Models, Jessica Vander Leahy Olivia Langdon, Sophie
Sheppard, Stefania Ferrario and Margaret Macpherson.

"Project WomanKIND" will be promoting a Internet and TV campaign along

side Under Armour to promote their new line of woman’s athletic wear.

New York, NY (March 26, 2016) – Today Under Armour (NYSE:UA) unveiled its Project
WomanKIND marketing campaign, which defines the brand's vision for promoting a healthy body
image for women. The campaign started at their fashion show in New York today, which featured
a wide variety of models in all shapes, sizes, and ethnicities. Along with the fashion show Under
Armour plans to launch their new TV Ad campaign featuring more average sized models.
The concept of the 'Project WomanKIND' campaign is simple — you should love your
body and what you wear. Under Armour wants to promote its new line of clothing for all woman no
matter their size. Due to society norms woman have been branded with a body image that relates
to the typical size 2. However, most athletes are larger and stronger and Under Armour’s new
campaign hopes to promote that success and feature more average sized women. "Under Armour
provides the gear, equipment and digital tools that every athlete needs to push through a tough
workout. But they also want to give them that extra inspiration to improve everyday, to keep
building their inner army and to stay focused on success even when the going gets tough.”
Adam Peake, Executive Vice President, Global Marketing, Under Armour.
From the original tight t-shirt to the Armour® Collection of today, Under Armour's goal
has remained the same: to revolutionize the way athletes dress and train. The key to this
campaign is the average women who will be featured throughout the campaign, demonstrating
how products function across various end uses.
###

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March 5, 2015

Under Armour Opens First of Ten "Brand House" Specialty Retail Store
Global performance brand expands to cities throughout California, Florida, and New York
with its largest Brand House opening yet in New York, NY.

Baltimore, MD (April 5, 2016) - Under Armour will open the doors of its newest specialty
retail location tomorrow in the heart of New York at the city's premier retail destination. With a
focus on cutting-edge products and design, the New York Brand House will serve as a
stunning example of the brand's commitment to offering customers a superior shopping
experience.
This branded house will feature all of their men's, women's and youth apparel, footwear
and equipment, the New York Brand House will also be the first to launch the new line of
Project WomanKIND apparel. Under Armour's newest store will feature two floors of the brand's
latest innovations across various product categories, including outdoor, team sports, training,
running, golf, studio, youth and footwear.
The New York Brand House features nearly 30,000 square feet of interactive retail
space and delivers a fully immersive brand experience, telling the brand story through digital
displays that inform and inspire. There will also be digital displays that feature the new Project
WomanKIND campaign and also more that feature the I Will What I Want campaign.
Under Armour's newest specialty retail location also reinforces the brand's connection to
New York and the surrounding areas. This is very important to Under Armour to make sure that it is
staying connected with its customers and making sure that all of their needs and addressed. These
ten new Bran House stores will give Under Armour a new competitive edge. Making them the
destination spot for many of their customers.
To celebrate the store opening, Under Armour will be giving away some of its new Project
WomanKIND apparel and the will also have personal trainers on staff to run workouts and boot
camps for the day.
The New York Brand House will be open Monday - Saturday 10:00 a.m. to 9:00 p.m., on
Sundays 11:00 a.m. to 7:00 p.m. and can be reached at857-985-8756. For more information on
Under Armour and the Under Armour® Brand House, please visit UA.com and @UnderArmour
on Twitter and Instagram using #UANewYork.

###

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Launch Strategies

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 Launch Strategies

Media Schedule:

The objectives that I have implemented for the fiscal year 2016 will be met
with a carefully calculated media plan. Throughout this next year our new woman’s
campaign along with the opening of our new stores will be marketed at the most
pivotal points of the year, near Christmas time, after the first of the year, and before
summer.
Along with promoting ourselves through media we will also be using social
media. Postings on our social media accounts are free so we will create more here in
hopes of reaching out to a larger community. We will be placing our ad for our new
woman’s campaign on our social media as well as a copy of the fashion show after it
happens in March. We will also advertise for tickets to the fashion show starting in
January.
All our new athletic endorsements will be centered on promoting women.
We hope to gain a wider variety of endorsers that range outside of just your average
athlete. We want women to relate to the new brand through a more realistic
endorser such as Rebal Wilson.

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44
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I Will What I Want
I

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ADVERTISEMENTS

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 Project WomanKIND
I Will What I Want

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Summary
Protect This House I Will

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 Success Metrics

While we understand our objectives are obtainable we do realize that they

may not be reached, this is the minimum number that we would like to see in order
to have completed a successful campaign for the fiscal year of 2016.
The marketing success that Under Armour wants to achieve are sales of 3
billion, market share growth of 15%, Launch at least 10 new brand stores, and
become more socially responsible. We will be successful if we reach 50% of our
target market through our branded communications and also strive to improve
brand impressions, there by increasing awareness and trial.
Advertising is the key to our success this next year and we will strive to
increase trial and brand awareness buy at least 15%. Under Armour wants to
increase its social media coverage by 10% on Facebook, Twitter, and Instagram in
order to maintain strong brand recognition.
Finally Under Armour wants to obtain at least 5 new worthy articles every
quarter in order to promote their corporate social responsibility. They also want to
increase their involvement with social issues in hopes to create a more positive
brand image.

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 Executive Summary

Under Armour entered into the athletic apparel industry 15 years ago and
has grow into a globally known company. It has become one of the top industry
leaders for athletic apparel and gear. Through continual market expansion this
company has been growing at a steady rate and has the potential to grow even
more.
Under Armour plans to reach a sales goal of 4 billion for the fiscal year 2016.
As well we intended to grow our market share to 20% to gain a larger foothold
within the athletic apparel market. It is our hope that with our extensive 12-month
campaign we will achieve the goals that we have set out to reach and grow more as a
company.
After completing our fist year of the ‘Project WomanKIND’ campaign Under
Armour believes that not only will the reach their goals, but they will also solidify a
stronger future within the Athletics industry. Following this campaign we hope to
see a continual growth for their woman’s apparel line.
In order for us to reach their success we will depend on us reaching our
marketing objectives of $4 billion for sales, 20% market share gain, and brand
expansion with the launch of our new Under Armour brand stores. This new
channel of distribution will allow Under Armour to have more recognition. With
stores centered around their new ‘Project WomanKIND’ campaign and the already
existing ‘We Will What We Want’ campaign we will reach not only the target market
but the secondary market as well.
The strategy that we plan to implement will allocate certain times of the year
where our advertising and new social responsibility events will be held and
marketed to obtain the most coverage and recognition possible. With this media
schedule in place the company should continue to grow along with its presence in
the lives of our consumers.

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