Under Armour is an American sports apparel and equipment company founded in 1996 by Kevin Plank. The company is headquartered in Baltimore, Maryland, and has grown to become one of the largest sports apparel brands in the world.
Under Armour designs and sells a variety of products, including sportswear, footwear, and accessories. The company’s products are targeted towards athletes and fitness enthusiasts.
Under Armour’s products are known for their high-quality materials and innovative designs. The company utilizes a range of advanced technologies in its products, including moisture-wicking fabrics, compression materials, and antimicrobial treatments.
Under Armour has partnerships with several high-profile athletes and sports teams, and the company’s logo is often seen on the uniforms of professional and collegiate sports teams. The company has also expanded into the digital space, offering a range of fitness and wellness apps and platforms.
Overall, Under Armour has become a major player in the global sports industry, known for its innovative products and commitment to helping athletes perform at their best.
The History and Evolution of Under Armour as a Brand
Under Armour is an American sports apparel and equipment company founded in 1996 by Kevin Plank. Plank, a former University of Maryland football player, was frustrated with the cotton T-shirts he and his teammates wore during games, as they became heavy and uncomfortable when soaked with sweat. Plank set out to create a better shirt for athletes, one that would keep them dry and comfortable during intense physical activity.
To achieve this goal, Plank developed a synthetic fabric that would wick moisture away from the body. He used this fabric to create a tight-fitting, moisture-wicking shirt that he named the “Under Armour shirt.” Plank initially sold the shirts out of his car and to local sports teams, but soon caught the attention of larger retailers and distributors.
In 1999, Under Armour went public, and the company continued to rapidly grow throughout the 2000s. Under Armour expanded its product line to include a range of sports apparel, footwear, and accessories, and the company’s products became popular among athletes and fitness enthusiasts.
Under Armour’s success can be attributed in part to its focus on innovation and technology. The company has developed a range of patented fabrics and technologies to enhance athletic performance, including moisture-wicking materials, compression fabrics, and antimicrobial treatments.
Under Armour has also succeeded in creating brand awareness through strategic marketing and advertising campaigns. The company has sponsored high-profile athletes and teams, including NBA star Stephen Curry and NFL quarterback Tom Brady, and has invested heavily in advertising and social media marketing.
In recent years, Under Armour has faced challenges as the athleisure trend has gained popularity and competition from other sports apparel brands has increased. The company has worked to expand into new markets, such as women’s clothing and international markets, to maintain its growth.
Overall, Under Armour has become a major player in the global sports industry, known for its innovative products and commitment to helping athletes perform at their best.
The Role of Athlete Endorsements in Under Armour’s Marketing Strategy
Athlete endorsements have played a significant role in Under Armour’s marketing strategy since the company’s early days. Under Armour has signed sponsorship agreements with high-profile athletes in a variety of sports, including basketball, American football, soccer, and golf.
One of Under Armour’s most successful endorsement deals has been with NBA superstar Stephen Curry. Under Armour signed Curry to a sponsorship agreement in 2013, and the partnership has been a major driver of the company’s growth in recent years. Under Armour has launched a line of sneakers and basketball apparel designed in collaboration with Curry, and the products have been popular among basketball fans and players.
Other notable endorsers for Under Armour include NFL quarterback Tom Brady, Olympic swimmer Michael Phelps, and professional golfer Jordan Spieth. Under Armour endorsers often appear in the company’s advertising campaigns, and their success on the field or in the pool helps reinforce the brand’s association with high performance.
In addition to individual athlete endorsements, Under Armour has also signed sponsorship agreements with various sports teams and leagues. The company has partnerships with Major League Baseball, the National Football League, and the Canadian Football League, among others.
Under Armour’s use of athlete endorsements in its marketing strategy is based on the idea that consumers are more likely to trust and identify with a brand that is associated with successful and high-profile athletes. By aligning with athletes who are at the top of their respective sports, Under Armour can create a sense of prestige and exclusivity around its brand.
Overall, athlete endorsements have been a key component of Under Armour’s marketing strategy, helping the company create brand awareness and connect with consumers passionate about sports and fitness.
Associations of Under Armour with High-Profile Athletes and Sports Teams
Over the years, Under Armour has established numerous partnerships with high-profile athletes and sports teams as part of their efforts to increase brand visibility and connect with consumers.
One of Under Armour’s most significant athlete associations is with NBA superstar Stephen Curry. Under Armour signed Curry to a sponsorship agreement in 2013, and since then, the company has launched a range of sneakers and basketball apparel featuring Curry’s name and logo. The partnership has been highly successful, helping to drive sales and establish Under Armour as a leader in the basketball market.
Another notable athlete partnership for Under Armour is with NFL quarterback Tom Brady. Under Armour signed a sponsorship agreement with Brady in 2010, and since then, the partnership has expanded to include a line of high-performance clothing and accessories designed in collaboration with Brady.
In addition to individual athlete partnerships, Under Armour has also established partnerships with various sports teams and leagues. For example, Under Armour is the official uniform sponsor of Major League Baseball, providing uniforms and apparel for all 30 MLB teams. Under Armour has also signed sponsorship agreements with several collegiate sports programs, including the University of Notre Dame and the University of California, Los Angeles (UCLA).
Associations with high-profile athletes and sports teams are a key part of Under Armour’s marketing strategy. By aligning with successful and popular athletes and teams, Under Armour can create a sense of prestige and exclusivity around its brand. This, in turn, helps drive sales and create brand awareness among consumers passionate about sports and fitness.
Conclusion
Under Armour is an American sports apparel and equipment company founded in 1996 by Kevin Plank. The company’s success can be attributed to its focus on innovation and technology, as well as its strategic use of athlete endorsements and partnerships with high-profile sports teams and leagues.
Under Armour has established partnerships with notable athletes like Stephen Curry and Tom Brady, as well as with sports organizations like Major League Baseball and the University of Notre Dame. These partnerships have helped create brand awareness and establish Under Armour as a leader in the sports apparel industry.
