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Top execs at Under Armour's Baltimore headquarters from left to right: Published on December 08, But lately the company's sales -- not its clothes -- are on fire, thanks to a groundbreaking women's campaign, smart PR and a take-no-prisoners approach embodied by Mr.
Plank, a feisty former University of Maryland football player whose goal is to topple Nike and become the world's top retail sports brand.
So why would we set our sights on anything but being No. Plank said in an interview at the company's corporate headquarters in blue-collar Baltimore, which includes an employee cafeteria aptly named Humble and Hungry.
At the rate it's going, Under Armour might "just do it. It's "well on its way to becoming the second-largest global athletic brand, ultimately eclipsing Adidas," Canaccord Genuity stated in a Dec.
Under Armour's performance was so strong it managed to turn losses into wins. But Under Armour's aggressive pursuit likely forced Nike to pay more, Mr.
Plank said at the time, while signaling the company means business. Plank, who founded the company in his grandmother's basement. Earlier in the year, Under Armour came under fire when its uniforms for the U. Olympic speedskating team were cited as a possible factor in the team's losing streak.
But rather than blaming the athletes or going into hiding, the company gave extensive media access to executives who defended the suits, while deploying endorsers such as Lindsey Vonn and Michael Phelps on its behalf. The effort has been lauded as textbook crisis communications.
Under Armour had "enough brand equity to endure the seven or 10 days that we needed until we could actually proactively get our story out to the marketplace," Mr. The seeds of success were planted a couple of years ago when the company overhauled its marketing approach.
Rather than "dribbling marketing out over the course of 12 months," Under Armour began focusing on three annual "brand holidays," Mr.
They typically include big campaigns to promote new products. But the brand holidays have served to rally the company and help it break through the clutter. Plank wooed two years ago from fashion brand Theory. While Under Armour's women's line had progressed from its early "shrink it and pink it" days, the brand had yet to launch a global women's campaign.
Fremar started with a wish list of endorsers, including some unorthodox picks for an athletic brand: Fremar calls the campaign strategy a "woman-a-festo," saying Under Armour sought to break through the "sea of sameness" in the category.
The goal was to celebrate women "who had the physical and mental strength to tune out the external pressures and turn inward and chart their own course. Copeland shows close-ups of her muscular physique as she dances, while a voice-over recalls that she was once rejected from a top school because she had the "wrong body for ballet.
Fremar distilled the narratives to a few words: Copeland's story, "will trumps fate," she said.
To help fuel growth, the company earlier this year opened an office in New York's West Chelsea neighborhood that houses the women's design team. The workforce is dominated by and somethings who come to work dressed in Under Armour shoes and hoodies.
Meetings are called "huddles. But some of the biggest images are of Ms.
Copeland, whose ad has prominent placement on a giant TV screen in a reception area. She belongs there, no doubt.The timeline presents data on Under Armour's marketing spending from to The sportswear company invested about million U.S.
dollars in marketing activities in Nowadays, Under Armour has started a full marketing campaign to attract the female audience. As a consequence of the massive development and marketing efforts in this niche market, women’s apparel now represent 30% of Under Armour’s overall business. As Under Armour's sales balloon, so does its marketing budget.
The athletic company said today it will increase its ad budget by more than one-third in , based on projections for sales to. Marketing Mix of Under Armour Under Armour is known as an innovative company that makes especially designed apparel and footwear for athletes.
It entered the market in with its compression T . Under Armour maintains a disciplined marketing approach that restricts spending to no more than 11% of revenue. But the brand holidays have served to rally the company and help it break through.
The Marketing Mix: Under Armour Product Promotion Place Price Promotion in marketing is defined as how a company uniquely presents and convinces consumers to buy thie product.