Cassidy Robinson
Under Armour
Under Armour
Table of Contents Content s Under Armour History Product Description Company Analysis Customer Analysis Competitors S.W.O.T. Analysis ar!etin" ob#ecti$es Communication Ob#ecti$es Ad$ertisin" Ob#ecti$es edia Ob#ecti$es Public Relation Ob#ecti$es %aunc& Strate"ies Success etrics Press Release '(ecuti$e Summary
Under Armour
History Of Under Armour +n 1,,- /&en 2) year old 0ootball player e$in Plan! stru""led /it& &a$in" to c&an"e multiple times a day durin" 0ootball season because o0 &o/ muc& &e /as s/eatin". He decided t&at t&ere &ad to be a better option out t&ere. He /anted to nd a solution to &is s/eat soa!ed cotton T3s&irts.
A0ter lots o0 researc& on materials 0abrics and at&letic material Plan!5s ne/ company Under Armour desi"ned t&e rst o0 many moisture3/ic!in" ber s&irts /&ic& &elped t&e 0ootball players stay dry and cool e$en in t&e &ottest o0 conditions. He called t&is rst desi"n a Heat6ear T3s&irt also named 788)9. A0ter "reat success /it& &is Heat6ear T3s&irt line Plan! introduced t/o ne/ lines o0 T3s&irts !no/n as Cold6ear and AllSeason6ear. T&e Cold6ear allo/ed at&letes to stay /arm and dry e$en in t&e coldest o0 conditions. And t&e AllSeason6ear /as desi"ned to !eep at&letes com0ortable bet/een all e(tremes. +n 1,,, one pi$otal moment 0or Under Armour t&at &elped to "et t&em reco"ni:ed /as t&eir in$ol$ement in t&e lm Any 6i$en Sunday starin" Al Pacino and ;amie
altimore. Wit& t&is lar"e amount o0 "ro/t& t&e company decided to create its rst T? commercial 0eaturin" 0ormer Uni$ersity o0 aryland 0ootball star 'ric @>i" '@ O"bo"u and a "roup o0 youn" at&letes. T&is T? commercial establis&ed t&e brand t&rou"& e$ery &ouse&old across t&e US and made it become a re"ular name to people e$ery/&ere. +n 288) /it& "ro/in" demand and success Under Armour launc&ed its /omen5s line UA Women. +n 288* Under Armour also created a ne/ line o0 acti$e/ear specically 0or boy5s and "irls and outdoor at&letes. Anot&er bi" success by Under Armour /as t&e launc& o0 its 6ol0 line in 2884.
%ess t&an 18 years a0ter its launc& Under Armour ended t&e year /it& 2B1 million in re$enue. +n 288- Under Armour /anted to ac&ie$e e$en more and set out to clot&e t&e at&letes 0rom &ead to toe. Under Armour started a ne/ campai"n called Clic!3Clac!. T&is branc&ed into t&e 0oot/ear business and /as done t&rou"& a line o0 0ootball cleats. T&e brand captured a 2) s&are o0 t&e mar!et in #ust t&e rst year. Due to t&e enormous success o0 t&e 0ootball cleats Under Armour e(panded to include baseball so0tball and lacrosse cleats. +n 288B Under Armour re$ealed its &i"&ly anticipated line o0 per0ormance trainers mar!in" its ocial entry into t&e at&letic 0oot/ear mar!et. T&e year 2818 ended /it& an incredible nancial milestone 0or Under Armour as it &ad surpassed 1 billion in annual re$enue almost =uadruplin" re$enues in a $e3year period. As t&e company "re/ so did t&eir ability to start ma!in" a presence in ot&er countries. T&ey started ma!in" deals /it& pro0essional teams in ;apan 'urope Canada and %atin America. +n 2811 Under Armour opened its rst3e$er brand store in C&ina. Also in 2811 Under Armour created a ne/ line o0 C&ar"ed Cotton apparel t&at dried 0ast and per0ormed /&ic& "a$e t&e at&letes t&e same /ater3 resistant tec&nolo"y t&at t&ey &ad lo$ed /it& UA ot&er lines o0 clot&in". 19 years a0ter its ori"inal launc& o0 Heat6ear Under Armour too! it to a /&ole ne/ le$el once a"ain /it& t&e launc& o0 Armour),. T&is /as t&e rst3e$er per0ormance monitorin" system t&at measures /&at matters most to an at&leteE t&eir W+%%po/er. Fe(plaine /&at t&is is in detailG
T&e brands mission is to ma!e all at&letes better t&rou"& passion desi"n and t&e persistent pursuit o0 impro$ement. +ts commitment to t&at mission &as led to countless "ame3c&an"in" products t&at "i$e at&letes an ad$anta"e.
Product Description
Product Description Mission Statement:
MAKE A ATHETES !ETTE"
TH"OU#H PASS$O%& DES$#%& A%D THE "EE%TESS PU"SU$T O' $%%O(AT$O%
Under Armour /as created by a 0ootball player named e$in Plan! 0or 0ootball players. O$er t&e years Under Armour &as "ro/n to creatin" and supplyin" products 0or men /omen and c&ildren /it&in a /ide ran"e o0 sports and outdoor acti$ites. T&e 0eature product t&at Under Armour desi"ned is t&eir /ic!in" tec&nolo"y T3S&irts. T&e microber tec&nolo"y allo/s 0or t&e 0abric to dra/ oI t&e li=uid 0rom t&e body !eepin" at&letes cool and dry. Under Armour desi"ned t&e rst o0 many moisture3/ic!in" ber s&irts /&ic& &elped t&e 0ootball players stay dry and cool e$en in t&e &ottest o0 conditions. He called t&is rst desi"n a Heat6ear T3s&irt also named 788)9. A0ter "reat success /it& &is Heat6ear T3s&irt line Plan! introduced t/o ne/ lines o0 T3s&irts !no/n as Cold6ear and AllSeason6ear. T&e Cold6ear allo/ed at&letes to stay /arm and dry e$en in t&e coldest o0 conditions. And t&e AllSeason6ear /as desi"ned to !eep at&letes com0ortable bet/een all e(tremes. Under Armour &as also started a line o0 s&oes. T&ey started oI /it& cleats and mo$ed on to creatin" runnin"Jat&letic s&oes. Under Armour5s "oal is to satis0y t&e needs o0 a /ide $ariety o0 sports and at&letic endea$ors. T&ey &a$e e$eryt&in" 0rom s/immin" and bi!in" to rac=uetball and "ol0. 'ac& product line t&at t&ey &a$e added is specically en"ineered to "i$e t&at at&lete t&e best possible e(perience.
Product ife Cycle $ntroduction: )**+,)**-
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>rand Ke/ +dea Synt&etic microber /ic!in" T3s&irts created 0or
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AllSeason6ear Due to e(ponential "ro/t& UA mo$ed &ead=uarters to >altimore
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#ro.t/: )***,011)
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Sales continued to "ro/ ou"&t rst bi" print ad in 'SPK "eneratin" 948888 increase in sales 6ained relations&ips /it& a#or %ea"ue >aseball Kational Hoc!ey %ea"ue and t&e >altimore arat&on
#ro.t/: 0110,0112
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• • • •
+n 288) Under Armour launc&ed its rst T? campai"n Under Armours Slo"an LProtect T&is HouseM became &u"e amon" at&letes %aunc&ed its /omen5s line in 288) +n 288* launc&ed a boy5s and "irls line +n 2884 UA introduced it ne/ line o0 6ol0 attire 18 years a0ter its launc& UA ended t&e year /it& 2B1 million in re$enue
#ro.t/: 011+,01)1
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288- /anted to dress at&lete &ead to toe >e"an t&e !ne/ Clic!3Clac! campai"n and introduced cleats Captured 2) mar!et s&are in rst year +n 288B t&ey re$ealed t&eir line o0 per0ormance trainers Fat&letic
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0oot/earG Roster o0 at&letes "re/ Ray %e/is %indsey ?onn 6eor"es
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St8Pierre >randon ;ennin"s ic&ael P&elps Tom >rady and • •
Sloane Step&ens Opened a 'uropean &ead=uarters in Amsterdam >uilt rst branded3retail store in Annapolis D
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#ro.t/: 01)1,Present
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6ro/in" /orld/ide %atin America A0rica 'urope Canada Asia 2811 UA opened rst branded store in C&ina and became t&e ocial tec&nical partner to Totten&am Hotspur o0 t&e >arclays
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Premier %ea"ue 2811 de$eloped cotton c&ar"ed apparel t&at dries 0ast and per0orms
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+n 281) UA launc&ed per0ormance monitorin" system Re$enue is around 2 billion annually and t&e brand is reco"ni:ed /orld/ide as a "lobal leader
Positionin3 Under Armour /ants its customers to $ie/ t&e brand as top o0 t&e line at&letic per0ormance "ear /it& tec&nolo"ically ad$anced 0abric /it& /ic!in" properties 0or e$ery man /omen c&ild at&lete and sports 0an out t&ere. T&ey &a$e a /ide $ariety o0 clot&in" options 0or a /ide $ariety o0 sports and outdoor acti$ities. T&ey belie$e t&at e$ery acti$ity needs its o/n identiable products made /it& inno$ati$e material t&at /ill ne$er cease to impress. Under Armour continues to "ro/ and reposition its brand in ne/ and inno$ati$e /ays. T&eir /orld/ide at&letic campai"n &as ta!en t&e at&letic mar!et by storm and t&ey still continue to surprise us /it& t&eir astoundin" products.
Points Of Di4erence 'eatures E •
Tec&nolo"ically ad$anced 0abrics and materials
Attributes: • • •
icrober aterial Wic!in" Tec&nolo"y Wide ran"e o0 products 0or diIerent acti$ities
!ene5ts:
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%i"&t/ei"&t eeps you dry FabsorbentG Anti3odor tec&nolo"y pre$ents t&e "ro/t& o0 odor causin"
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microbes Reac&es lar"e cliental
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Distributors: • • • • • • • • • • •
Under Armour stores Sports Aut&ority Dic!5s Sportin" 6oods >i" 4 Sportin" 6oods Sport C&alet 6ol0smit& An"ler5s C&oice >ass Pro Road Runner Turners Outdoorsman Soccer
Company
Company Analysis
#oals: Under Armour &as been in a continuous state o0 "ro/t& since it5s creatin" in 1,,-. T&ey sur$i$ed t&e recessions and continue to t&ri$e /it& t&eir consistent ability to adapt and c&an"e to t&e "ro/in" needs o0 t&e at&letic mar!et. Ho/e$er no/ t&at t&e company &as ac&ie$ed so muc& "ro/t& in annual re$enue and a massi$e amount o0 mar!et s&are t&ey need to 0ocus more o0 t&eir attention on corporate social responsibility.
'ocus: • • • • •
>rin" "lobal a/areness to at&letes e$ery/&ere >e accountable and stay &umble Ta!e ris!s and stri$e 0or "reatness 'mpo/er support c&allen"e and inspire De$elop more 0ocus on social responsibility
Culture: LCulture5s a really po/er0ul t&in". +t5s an incredibly important t&in" in e$ery or"ani:ationM Fe$in Plan!
Mar6et S/are: +n 281* Under Armour surpassed Adidas to become t&e number t/o at&letic sports brand be&ind Ki!e. Under Armour &ad 1.2 billion in sales Adidas &ad 1.1 billion and Ki!e came in /it& B., billion in sales. Ki!e &as ** more years o0 mar!et e(posure t&an Under Armour. T&is ne/ly emer"in" company is "ainin" more popularity amon" acti$e/ear customers and is eatin" a/ay at Ki!e5s mar!et s&are. T&is company is "ro/in" and e(ceedin" all e(pectations ori"inally "i$en.
Customer
Customer Analysis
Mar6et: T&e acti$e/ear mar!et &as "ro/n 1 in t&e past year and t&e total sales &a$e reac&ed 28-.) billion. Acti$e/ear sales &a$e increased si"nicantly because customers are no lon"er #ust /earin" acti$e/ear to t&e "yms but t&ey are no/ L&an"in" outM in acti$e/ear. Consumers /ant to be com0ortable and $ersatile. Acti$e/ear in t&is current mar!et &as become a 0as&ion statement t&at allo/s consumers to e(press not only t&emsel$es but also a sense o0 at&leticism and /ellbein". Due to t&is "ro/in" demand competitors &a$e &ad to nd ne/ and inno$ati$e /ays to stand out amon"st t&e competition. T&ey &a$e done t&is /it& inno$ation creati$ity color and uni=ueness /it& t&eir desi"ns. T&e main reason t&at t&e acti$e/ear mar!et &as boomed so muc& is t&e com0ort t&at is associated /it& t&e acti$e/ear. Accordin" to Cotton +ncorporated around 9) o0 t&e customers /&o &a$e adopted t&e acti$e/ear trend did so /it& purposes ot&er t&an /or!in" out suc& as com0ort. Wearin" clot&in" meant 0or t&e "ym &as become a ne/ trend and style. Consumers not only /ant to be com0ortable but t&ey also /ant to loo! &ealt&y. >y /earin" at&letic clot&in" it can lead t&em to be loo!ed by ot&ers as i0 t&ey /or!out or "o to t&e "ym. '(ercise and &ealt& are "ro/in" in a/areness around t&e United States and t&e demand 0or acti$e/ear is "ro/in" /it& it. Fstatistics be&ind itG
Types of Customers: Under Armour tar"ets a /ide $ariety o0 customers /&o are bot& male and 0emale /it& diIerent at&letic outdoor sport needs.
Primary Customer:
Secondary Customer: • • •
Tertiary Customer: Adults ale and
(alue Dri7ers: Under Armour &as many 0emale at&letes and models in numerous sports and acti$ities t&at t&ey endorse. Some o0 t&ese 0amous indi$iduals t&at support and promote t&eir brand are isty Copeland %indsey ?onn 6isele >Nndc&en >rianna Cope and elley O5Hara. Under Armour &as consistently deli$ered top o0 t&e line sports apparel t&at caters to many o0 t&e needs o0 its customers. Under Armour #ust released its ne/ line o0 Cotton C&ar"ed t3 s&irts t&at deli$er t&e same dependability and &i"& =uality t&at t&e microber t3s&irts pro$ide. T&is ne/ line o0 Cotton t3s&irt allo/s 0or more mo$ement /&ile /or!in" out. Under Armour does a lar"e amount o0 sales t&rou"& t&eir /ebsite and t&e /ebsites o0 t&e retailers 0rom /&ic& t&e "oods are sold. Under Armour is sold in almost e$ery sports store in t&e country and is e$en sold in numerous stores "lobally. T&ey &a$e 1*- stores in t&e U.S. Ho/e$er most o0 Under Armour sales FB8 o0 its businessG are done t&rou"& 28888 retail stores Fsuc& as Dic!5s Sportin" 6oods t&e Sports Aut&ority and >i"
Decision Ma6in3: Under Armour promotes sustainability and responsibility to bot& t&e en$ironment and t&eir /or!ers. Alt&ou"& t&ey are still tryin" to impro$e t&eir en$ironmental 0ootprint /it&in t&e manu0acturin" and pac!a"in" o0 t&eir products t&ey are committed to lessenin" t&eir en$ironmental impact. Under Armour5s "reen products are made 0rom recycled plastic bottles and in t&e year 2811 t&ey con$erted o$er
2888888 one liter bottles. F///.recycleban!.comJpartnerJunderarmour3com G +t is o0 upmost importance to Under Armour to maintain a stron" commitment to !eepin" t&e &ealt& and sa0ety o0 t&eir /or!ers in place. >ot& t&eir suppliers and subcontractors must pro$ide t&e employees /it& sa0e and &ealt&y /or!in" conditions. >ein" a socially responsible company t&ey &old t&eir suppliers manu0acture and $endors to t&e re"ions rules and labor re"ulations. T&ey /ant to ensure t&at all companies comply /it& all o0 t&e /or!place conditions sa0ety and en$ironmental la/s and re"ulations o0 t&at re"ion. Under Armour /ants to !eep t&eir products "reen and ma!e sure t&at t&ey maintain a sa0e and &ealt&y /or!in" en$ironment.
Competitors
Competitors T&e at&letic apparel industry is &i"&ly competiti$e in not only t&e US but around t&e /orld. T&e leadin" brands t&at compete "lobally are Ki!e Reebo! and Columbia Sports/ear Company. W&en Under Armour de$eloped and became t&e leadin" pro$ider o0 t&e /ic!in" tec&nolo"y t&e ot&er competitors sa/ t&e success o0 t&is ne/ idea and did t&eir best to copy t&e tec&nolo"y in order to stay a rele$ant brand. T&ere is intense competition /it& t&ese brands and as styles and trends are consistently c&an"in" and becomin" bri"&ter more out"oin" and 0ull o0 patterns. Under Armour &as not only mana"ed to remain t&e rst mo$er o0 t&is /ic!in" tec&nolo"y but is also one o0 t&e main pro$iders o0 t&ese color0ul pattern lled at&letic "oods.
Stren3t/s: ?ery competiti$e pricin" •
Kumber one sports brand Has a stron" mar!etin" position /it& top at&lete sponsors
8ea6nesses: • • •
T&ey are not socially responsible +ncreasin" cost %ac! o0 brand stores
Opportunities: • • •
Success0ul in creatin" inno$ati$e products
T/reats: • • •
6ro/in" competition 0rom Under Armour and %ululemon 'conomic issues due to &i"& product costs Ki!e does a lot o0 sales outside o0 t&e United States and t&e currency translation can &urt results
Stren3t/s: %o/er costs appeal to ma#ority o0 Americans ost o0 its sales are t&rou"& department and sportin" "ood stores Does a lot o0 sponsors&ips /it& companies and teams nationally and internationally
8ea6nesses: T&ey are startin" to lose t&eir 0oot&old /it&in t&e at&letic industry because o0 ne/ competition T&ey also suIer 0rom counter0eit products bein" sold /&ic& &urts t&eir reputation.
Opportunities: Company could e(pand more into yout& clot&in" T&ey could loo! into impro$in" products 6ainin" more sponsors&ips 0rom top tear at&letes
T/reats: •
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Stren3t/s: T&e brand is !no/n in o$er 92 countries and &as o$er 1)888 retailers T&e brand &as 9 decades o0 &istory as t&e lar"est American S!i apparel brand T&ey o/n all 0acets o0 t&eir production process /&ic& cuts do/n on production costs
8ea6nesses: T&e brand is not $ery /ell !no/ internationally T&e brand does not ad$ertise as a""ressi$ely as its competitors
Opportunities: • • •
Company could e(pand operations o$er seas +ncrease mar!etin" eIorts to e(pand brand reco"nition '(pand tar"et mar!et to reac& more se"ments o0 t&e population
T/reats: %ess consumer loyalty due to mar!et 0ra"mentation Counter0eit products bein" sold at a muc& lo/er price Kot /ell !no/n outside o0 t&e USA
S.W.O.T. S.W.O.T. Analysis Analysis
S989O9T9 Analysis Stren3t/s: ?ery reco"ni:able brand lo"o t&at is &i"&ly respected T&ey &a$e many at&letic sponsors&ips in a /ide ran"e o0 sports
8ea6nesses: Hi"&er prices t&an competitors Stron" competiti$e mar!et ore male tar"eted t&an 0emale Ha$e not been /it&in t&e At&letic mar!et 0or a lon" time
Opportunities: '(pand on desi"ns and products 0or t&e 0emale mar!et +ncrease number o0 brand stores '(pand into ne/ mar!ets t&at &a$e yet to be e(plored
T/reats:
Ke/ e(pandin" competitors 'conomic issues because t&ey &a$e &i"&er prices
ar!etin"
Mar6etin3 Obecti7es •
Ob#ecti$e 71E To ac&ie$e a sales "oal o0 * billion 0or scal year
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281-. Ob#ecti$e 72E To "ro/ mar!et s&are to 28 0or scal year 281- Ob#ecti$e 7)E To open up ne/ brand stores t&rou"& out
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Cali0ornia
+n order to reac& our mar!etin" ob#ecti$es Under Armour &as decided to e(pand on t&eir mar!ets in &opes to increase brand a/areness. Ad$ertisin" /ill be implemented t&rou"& t&e use o0 billboards ma"a:ines ma#or tele$ision c&annels online and social media sites. T&ese ad$ertisements /ill be centered on tar"etin" 0emales bot& at&letes and non3at&letes. We intend to create an ima"e 0or our brand t&at is /ell !no/n reliable and competiti$e. Under Armours mar!etin" team /ill be creatin" a detailed sc&edule o0 ad$ertisements t&at are "oin" to run durin" t&e scal year 281-. T&e ad$ertisements /ill ta!e place durin" t&e prime "i0t "i$in" mont&s a0ter ne/ years resolutions and durin" t&e summer mont&s to promote "ood &ealt& FDecember ;anuary
Communication Ob ecti$es
Communication Obecti7es
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Ob#ecti$e 71E To ac&ie$e a reac& o0 -4 o0 our tar"et mar!et 0or
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scal year 281-. Ob#ecti$e 72E To use a substantial amount o0 ad$ertisin" to increase impressions Fopportunity to be e(posed to t&e messa"e t&ere by increasin" a/areness and trialG.
Primary Mar6et: iddle a"e /or!in" 0emales interested in maintain a &ealt&y li0estyle
Secondary Mar6et: oun" colle"e students /&o are at&letes or #ust students interested in maintainin" a &ealt&y li0estyle • • •
Tertiary Mar6et: Adults ale and
Ho. .ill .e reac/ our tar3et mar6et; Our ne/ and inno$ati$e ad$ertisements and promotions /ill be used to communicate t&e benets o0 our products to t&e tar"et mar!et. Wit& ne/ creati$e desi"ns Under Armour &opes to appeal to t&e youn"er "eneration. We /ant to 0ocus not only on our top o0 t&e line at&letic products but t&e attracti$eness o0 t&e desi"ns as /ell.
Ad$ertisin" Ob#ecti$es
Ad7ertisin3 Obecti7es
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Ob#ecti$e 71E To increase t&e intent o0 t&e tar"et mar!et to
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induce trial by 19 0or scal year 281-. Ob#ecti$e 72E To increase brand name and reco"nition by 28 0or scal year 281-.
Under Armour intends to promote t&e ne/ elements o0 t&eir brand t&rou"& ad$ertisements /it& billboards print and commercials. We plan to run most o0 our Ad$ertisements durin" December ;anuary
!illboards: • •
Clear C&annel Communications Cali0ornia3%os An"eles San arbara Ana&eim %on" >eac& Santa onica alibu +r$ine Santa Cru: Pasadena Ri$erside Stanta Ana Huntin"ton >eac& Ke/port >eac& San >ernardino San %uis Obispo Calabasas Temecula Reddin"
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%a"una >eac& Carlsbad and >urban! eac& Palm
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>eac& and ?enice >eac& Ke/ or!3Ke/ or! City Roc&ester Albany and >uIalo
Ma3a
Cosmopolitan a"a:ine Woman5s Healt& Runner5s World O(y"en
T9(9 Commercials: T? 'SPK %i0etime ' O(y"en
edia Ob#ecti$es
Media Obecti7es
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Ob#ecti$e 71E To increase social media co$era"e $ia
Under Armour plans to increase use o0 Social media includin"
$nternet • • • •
&ttpsEJJ///.0aceboo!.com &ttpsEJJ///.t/itter.com &ttpsEJJ///.insta"ram.com &ttpsEJJ///.tumblr.com
Public Relations Ob#ecti$es
Public "elation Obecti7es
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Ob#ecti$e 71E To "arner at least 24 ne/s /ort&y articles in
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tar"eted media 0or scal year 281-. Ob#ecti$e 72E To create public a/areness 0or t&e social
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responsibility o0 t&e brand 0or scal year 281-. Ob#ecti$e 7)E To promote a stron" corporate ima"e in order to obtain a &alo eIect 0or t&e o$erall brand.
Social "esponsibility To &elp impro$e t&eir social responsibility Under Armour /ill start a campai"n /it& t/o companies Pro#ect Woman+KD and Women 0or Women. We &a$e decided to tar"et our campai"ns 0or impro$in" li0e 0or /omen. Pro#ect Woman+KD is a /eb series campai"n t&at is 0eatured online to &elp promote a positi$e body ima"e. As Under Armour tries to tar"et a ne/ mar!et t&ey need to ree$aluate /&at t&at mar!et mi"&t loo! li!e. UA /ants to start promotin" a /ide $ariety o0 body ima"es in its ne/ add campai"n to better appeal to all o0 its clients /&o may /or! out but not &a$e t&at per0ect si:e t/o body. UA plans to &old a special launc& o0 ne/ lines at a 0as&ion s&o/ in Ke/ or!. Tic!ets /ill be ad$ertised and sold /it& all prots bein" "i$en to t&e Women 0or Women or"ani:ation. Promotions teasers and in$ites /ould be created prior to t&e e$en in arc& o0 281-. T&is e$ent /ill also be broadcast across t&e country and /ill be 0eatured in t&e ne/ Under Armour brand stores. Women 0or Women is an international 0oundation t&at /as created more t&an 28 years a"o. T&ey &elp /omen /&o are 0acin" $iolence mar"inali:ation and po$erty as a result o0 /ar or conQict. T&eir mission is about teac&in" /omen t&e basic s!ills in li0e needed to ta!e care o0 yoursel0. T&is or"ani:ation s&o/s t&em &o/ to earn and sa$e money de$elop &ealt& and /ell3bein" &o/ to &a$e a $oice and &o/ to stay connected /it&in t&eir society. Under Armour /ants to promote its ne/ Women5s line o0 clot&in" /it& t&e !no/led"e t&at t&ere are /omen out t&ere suIerin" so /&at can /e do to &elp T&ey are "oin" to ta!e 18 0rom e$ery /oman5s item sold t&rou"&out t&e scal year 281- and donate it to t&e Women5s resource centers t&rou"&out t&ese stru""lin" countries.
March 26, 2016
Under Armour Launches "Project WomanKIND" Campaign Featuring four Australian odels! essica #ander Leah$ %li&ia Langdon! 'ophie 'heppard! 'tefania Ferrario and argaret acpherson(
"Project WomanKIND" )ill *e promoting a Internet and +# campaign along side Under Armour to promote their ne) line of )oman,s athletic )ear(
Ne) -or.! N- / arch 01! 02314 – Today Under Armour (NYSE:UA) unveied i!" #ro$ec! %oman&'N mare!in* cam+ai*n, hich de-ine" !he .rand/" vi"ion -or +romo!in* a hea!hy .ody ima*e -or omen The cam+ai*n "!ar!ed a! !heir -a"hion "ho in Ne Yor !oday, hich -ea!ured a ide varie!y o- mode" in a "ha+e", "ie", and e!hnici!ie" Aon* i!h !he -a"hion "ho Under Armour +an" !o aunch !heir ne T Ad cam+ai*n - ea!urin* more avera*e "ied mode " The conce+! o- !he /#ro$ec! %oman&'N/ cam+ai*n i" "im+e 3 you "houd ove your .ody and ha! you ear Under Armour an!" !o +romo!e i!" ne ine o- co!hin* -or a oman no ma!!er !heir "ie ue !o "ocie!y norm" oman have .een .randed i!h a .ody ima*e !ha! rea!e" !o !he !y+ica "ie 2 4oever, mo"! a!he!e" are ar*er and "!ron*er and Under Armour5" ne cam+ai*n ho+e" !o +romo!e !ha! "ucce"" and -ea!ure more avera*e "ied omen Under Armour +rovide" !he *ear, e7ui+men! and di*i!a !oo" !ha! every a!he!e need" !o +u"h !hrou*h a !ou*h orou! 8u! !hey a"o an! !o *ive !hem !ha! e9!ra in"+ira!ion !o im+rove everyday, !o ee+ .uidin* !heir inner army and !o "!ay -ocu"ed on "ucce"" even hen !he *oin* *e!" !ou*h: Adam #ea)e, E9ecu!ive ice #re"iden!, ;o.a Mar) e!in*, Under Armour
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March , 201
Under Armour %pens First of +en "5rand 6ouse" 'pecialt$ 7etail 'tore 8lo*al performance *rand e9pands to cities throughout California! California! Florida! and Ne) -or. -or. )ith its largest 5rand 6ouse opening $et in Ne) -or.! N-(
5altimore! D /April :! 02314 ; Under Armour i o+en !he door" o- i!" nee"! "+ecia!y re!ai oca!ion !omorro in !he hear! o- Ne Yor a! !he ci!y/" +remier re!ai de"!ina!ion %i!h a -ocu" on cu!!in*=ed *e +roduc !" and de"i*n, !h e Ne Yor Yor 8rand 8ran d 4ou"e i "erve a" a "!unnin* e9am+e o- !he .rand/" commi!men! !o o--erin* cu"!omer" a "u+erior "ho++in* e9+erience Thi" .randed hou"e i -ea!ure a o- !heir men/", omen/" and you!h a++are, -oo!ear and e7ui+men!, !he Ne Yor 8rand 4ou"e i a"o .e !he -ir"! !o aunch !he ne ine o- #ro$ec! %oman&'N a++are Under Armour/" nee"! "!ore i -ea!ure !o -oor" o- !he .rand/" a!e"! innova!ion" acro"" variou" +roduc! ca!e*orie", incudin* ou!door, !eam "+or!", !rainin*, runnin*, *o-, "!udio, you!h and -oo!ear The Ne Yor 8rand 4ou"e -ea!ure" neary B0,000 "7uare -ee! o- in!erac!ive re!ai "+ace and deiver" a -uy immer"ive .rand e9+erience, !ein* !he .rand "!ory !hrou*h di*i!a di"+ay" !ha! in-orm and in"+ire There i a"o .e di*i!a di"+ay" !ha! -ea!ure !he ne #ro$ec! %oman&'N cam+ai*n and a"o more !ha! -ea!ure !he ' % i %ha! ' %an! cam+ai*n Under Armour/" nee"! "+ecia!y re!ai oca!ion a"o rein-orce" !he .rand/" connec!ion !o Ne Yor Yor and !he "urroundin* area" Thi" i" very im+or!an! !o Under Armour !o ma)e "ure !ha! i! i" "!ayin* connec!ed i!h i!" cu"!omer" and ma)in* "ure !ha! a o- !heir need" and addre""ed The"e !en ne 8ran 4ou"e "!ore" i *ive Under Armour a ne com+e!i!ive ed*e Ma)in* !hem !he de"!ina!ion "+o! -or many o- !heir cu"!omer" To cee.ra!e !he "!ore o+enin*, Under Armour i .e *ivin* aay "ome o- i!" ne #ro$ec! %oman&'N a++are and !he i a"o have +er"ona !rainer" on "!a-- !o run orou!" and .oo! cam+" -or !he day The Ne Yor 8rand 4ou"e i .e o+en Monday = Sa!urday 10:00 am !o C:00 +m, on Sunday" 11:00 am !o D:00 +m and can .e reached a!D=C=D6
Under Armour and !he Under Armour> 8rand 4ou"e, +ea"e vi"i! UAcom and FUnderArmour on Ti!!er and 'n"!a*ram u"in* @UANeYor)
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%aunc& Strate"ies
aunc/ Strate3ies Media Sc/edule: T&e ob#ecti$es t&at + &a$e implemented 0or t&e scal year 281/ill be met /it& a care0ully calculated media plan. T&rou"&out t&is ne(t year our ne/ /oman5s campai"n alon" /it& t&e openin" o0 our ne/ stores /ill be mar!eted at t&e most pi$otal points o0 t&e year near C&ristmas time a0ter t&e rst o0 t&e year and be0ore summer. Alon" /it& promotin" oursel$es t&rou"& media /e /ill also be usin" social media. Postin"s on our social media accounts are 0ree so /e /ill create more &ere in &opes o0 reac&in" out to a lar"er community. We /ill be placin" our ad 0or our ne/ /oman5s campai"n on our social media as /ell as a copy o0 t&e 0as&ion s&o/ a0ter it &appens in arc&. We /ill also ad$ertise 0or tic!ets to t&e 0as&ion s&o/ startin" in ;anuary. All our ne/ at&letic endorsements /ill be centered on promotin" /omen. We &ope to "ain a /ider $ariety o0 endorsers t&at ran"e outside o0 #ust your a$era"e at&lete. We /ant /omen to relate to t&e ne/ brand t&rou"& a more realistic endorser suc& as Rebal Wilson.
Ad$ertisements + Will W&at + Want
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AD(E"T$SEME%TS
Pro#ect Woman+KD + Will W&at + Want
Summary Protect T&is House + Will
Success Metrics W&ile /e understand our ob#ecti$es are obtainable /e do reali:e t&at t&ey may not be reac&ed t&is is t&e minimum number t&at /e /ould li!e to see in order to &a$e completed a success0ul campai"n 0or t&e scal year o0 281-. T&e mar!etin" success t&at Under Armour /ants to ac&ie$e are sales o0 ) billion mar!et s&are "ro/t& o0 14 %aunc& at least 18 ne/ brand stores and become more socially responsible. We /ill be success0ul i0 /e reac& 48 o0 our tar"et mar!et t&rou"& our branded communications and also stri$e to impro$e brand impressions t&ere by increasin" a/areness and trial. Ad$ertisin" is t&e !ey to our success t&is ne(t year and /e /ill stri$e to increase trial and brand a/areness buy at least 14. Under Armour /ants to increase its social media co$era"e by 18 on
E=ecuti7e Summary Under Armour entered into t&e at&letic apparel industry 14 years a"o and &as "ro/ into a "lobally !no/n company. +t &as become one o0 t&e top industry leaders 0or at&letic apparel and "ear. T&rou"& continual mar!et e(pansion t&is company &as been "ro/in" at a steady rate and &as t&e potential to "ro/ e$en more. Under Armour plans to reac& a sales "oal o0 * billion 0or t&e scal year 281-. As /ell /e intended to "ro/ our mar!et s&are to 28 to "ain a lar"er 0oot&old /it&in t&e at&letic apparel mar!et. +t is our &ope t&at /it& our e(tensi$e 123mont& campai"n /e /ill ac&ie$e t&e "oals t&at /e &a$e set out to reac& and "ro/ more as a company. A0ter completin" our st year o0 t&e Pro#ect Woman+KD5 campai"n Under Armour belie$es t&at not only /ill t&e reac& t&eir "oals but t&ey /ill also solidi0y a stron"er 0uture /it&in t&e At&letics industry.
