Kevin Plank didn’t have to think long to develop the concept for one of the world’s most well-known athletic equipment companies. He embarked on a goal to develop moisture-wicking athletic clothes for amateur and professional athletes, and his company finally surpassed Adidas as the world’s second-largest sportswear company in 2014. Do you want to the best digital marketing agency for small business.
So, how does Under Armour sell its products?
With sales of just over 5 billion dollars and marketing spending that have quadrupled in just ten years, it’s no secret that Under Armourmarketing techniques are among the finest in the game. However, the firm is currently ranked fourth, after Puma, Adidas, and Nike’s all-time champions of the sport.
Let’s blow the whistle and get this game of analysis started on Under Armour’s marketing methods that brought it to where it is now and how it aims to reclaim its number two status or maybe challenge its largest competitors for the top spot in late 2021 and 2022.
Contents table
- bridging the gap between you and your target audience
- More women, less machismo
- Using Digital Technology to Its Maximum Potential
- Recognizing Weaknesses – World’s Largest Online Fitness Community More Than a Clothing Brand on the Horizon
- Last but not least, there’s a whistling sound.
- bridging the gap between you and your target audience
- Under Armour, like its main rivals, has partnered with a variety of athletes, celebrities, and sports organizations to get sponsorships and endorsements.
Wrestler-turned-actor Dwayne ‘The Rock’ Johnson, swimmer Michael Phelps, basketball star Stephen Curry, and the USA boxing team are some of the company’s prominent sponsorships.
Endorsements by Under Armour in their marketing strategy
Under Armour is represented by Dwayne Johnson, Steph Curry, and Michael Phelps.
Under Armour was unable to pinpoint the cause of its first decline compared to its rivals in 2014.
More women, less machismo
They realized they were projecting a masculine, aggressive, and uninviting vibe to women via their marketing, which resulted in losing a potential market when they looked at their primary faces.
In light of this discovery and their desire to change, Under Armour decided to launch the ‘I Will What I Want’ campaign to transform its brand image and include women in its target demographic.
Under Armour took the proposal seriously and collaborated with Droga5, a New York advertising firm. To assist them in maximizing their efforts, many firms are turning to internet advertising services.
Misty Copeland, an American ballet dancer, and Gisele Bündchen, a Brazilian model, have been named brand ambassadors by the company, which has also published new marketing video advertisements.
According to Starting Business, Under Armour saw the following as a consequence of this campaign:
A total of 5 billion media impressions have been generated throughout the globe.
The brand’s association with the phrase ’empowering’ increased by 730 percent.
The brand’s connection with the term stylish has increased by 900 percent.
And, most importantly, they want to raise sales of women’s clothing by 28%.
Under Armour’s marketing plan to broaden their target pool worked, as the female market currently accounts for 31% of all customers.
In addition to increased sales due to the “I Will What I Want” campaign, Under Armour witnessed a 42 percent rise in internet traffic that year, which has only increased in the last year due to the Covid-19 epidemic.
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Using Digital Technology to Its Maximum Potential
In 2020, like many other companies throughout the globe. Under Armor will force to close the bulk of its 15,000 physical outlets for many weeks or months, leaving the firm to depend primarily on its online site.
The business had intended to increase its marketing spend to 12% of yearly sales before the epidemic. They intended to concentrate on top-of-funnel activities, abandon sports marketing contracts, and concentrate on corporate branding.
Because it had no physical connection with its customers, the company chose to use an omnichannel strategy to build one of the world’s most significant online athletic communities.
The idea was for customers to perceive the brand as a place of experience and a method to engage with others beyond their athletic goods.
They accomplished this by creating as many digital consumer experiences as possible, which featured their brand prominently.
The World’s Most Comprehensive Online Fitness Community
Under Armour has spent $710 million on three fitness applications (MyFitnessPal, MapMyRun, and Endomondo) and currently boasts a community of over 120 million athletes.
As a result, Under Armour has grown to become the world’s most extensive online fitness and health community.
internet network for armor athletes
The company can now generate more specific goods and services with unlimited data on a broad consumer pool.
2020, dubbed by some as the loneliest and most alienating year ever, called for togetherness and community in whatever manner imaginable.
Under Armour’s marketing methods have proven to bring different athletic communities together in recent months and years. Using their mobile app application, they maintained this routine throughout the epidemic.
Looking Forward – Recognizing Weaknesses
Despite plans to increase marketing expenditure at the start of 2020, Under Armour spent $29 million less than the year before, for a total of $550 million.
However, in 2021. The Under Armour board of directors restructured its marketing strategy to continue working on. Its original aim to enhance brand recognition from a post-pandemic perspective. This was one of Under Armour’s most effective marketing campaigns to date.
More than a Fashion Label
In recent years, under Armour’s marketing methods have failed to improve brand awareness and revenue. Resulting in a halt in the brand’s growth. They haven’t been able to persuade their audience of “why they should select Under Armour,” as Patrick Frisk explains it.
CEO Patrick Frisk said that they are still “seriously under-penetrated from a brand awareness viewpoint” in major foreign markets such as China and Germany. During the Q1 2021 Earnings Call between board members of Under Armour and the press in May of 2021.
To address these difficulties. The firm intends to forego long-term commitments such as endorsements and sponsorships to focus more on upper-funnel marketing.
Some of these concepts were already obvious in early 2020 with their “The Only Way is Through” (later renamed “Through This Together”) campaign.
The goal of the campaign, according to Frisk, was to:
We’re extending these initiatives in 2021 to bring the ecosystem. How we connect and inspire athletes across both physical and digital experiences into even greater harmony…?
In addition, the firm intends to expand marketing efforts. This year to enhance awareness and conversions. Which will lead to more engagement and assist the brand in achieving its ultimate goal: to generate consideration.
Under Armour wants to focus its marketing efforts on the brand’s experience rather than its products.
Last but not least, there’s a whistling sound.
Although Under digital Armour has struggled in recent years to crack the top three most well-known sports gear businesses globally. They will undoubtedly make a significant alteration in their marketing approach in 2021 to reclaim their position at the top.
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