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Under armour

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BDC412 SEC4261 Group Under Armour

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Under armour

  1. 1. HISTORY & TIMELINE In 1996, Kevin Plank, a 23-year-old former University of Maryland special teams captain turned an idea born on the football field into a new industry that changed the way athletes dress forever. Back in his playing days, Plank hated having to change his sweat-soaked cotton T-shirts over and over again during two-a-days. Knowing that there simply had to be something better, he set out to create a solution.   KEVIN PLANK
  2. 2. KEVIN PLANK HISTORY & TIMELINE Plank named his new company Under Armour, and after extensive research on the athletic benefits of synthetic fabrics, he designed the first Under Armour HeatGear® T-shirt
  3. 3. Working from his grandmother's basement in Washington DC's Georgetown neighborhood, he traveled up and down the East Coast selling his revolutionary new product out of the trunk of his car. By the end of 1996, Plank made his first team sale, and Under Armour generated $17,000 in sales.   HISTORY & TIMELINE
  4. 4. HISTORY & TIMELINE In 1997, Under Armour introduced the now- famous ColdGear® fabric, which keeps athletes warm, dry, and light in cold conditions, and then the AllSeasonGear® line, which keeps athletes comfortable between the extremes. By the end of 1998, Under Armour outgrew grandma's basement and moved to an all- new headquarters and warehouse in Baltimore.    
  5. 5. HOME COUNTRY & HOST COUNTRY HOME COUNTRY   CITY : BALTIMORE STATE : MARYLAND COUNTRY : UNITED STATE OF AMERICA HOST COUNTRY Brazil Mexico Germany China Japan Indonesia Canada Australia Chile Netherland Hong Kong
  6. 6. PRODUCTS & INNOVATION
  7. 7. PRODUCTS & INNOVATION
  8. 8. PRODUCTS & INNOVATION
  9. 9. PRODUCTS & INNOVATION
  10. 10. SUSTAINBILITY UA POWER IN PINK celebrates the women who use fitness to stay healthy and serves as a platform to raise awareness about breast health. #UAPOWERINPINK Our philanthropic commitment within this cause is focused on transforming breast health through innovation. We are proud of our partnership with Johns Hopkins Medicine and multi-year $10 million commitment to build the UA Breast Health Innovation Center. UA FREEDOM is our way of saying THANK YOU to First Responders, Military Support Organizations, Law Enforcement Officers and Veterans. #UAFREEDOM It has a singular mission: to support and inspire the brave men and women, those tactical and occupational athletes, dedicated to protecting us, every day. We do this by partnering with organizations that support the physical wellness of first responders, military service organizations, and veterans. UA WIN GLOBAL is our commitment to providing kids access to sport. By enhancing the places where kids play, investing in programs that use sports to teach life skills, outfitting kids with the latest product, and supporting people who dedicate their time to coaching – we are committed to uplifting communities and inspiring youth all over the world.
  11. 11. BRAND PLAN 4 PILLARS OF GREATNESS VISION MISSION EMPOWERATHLETES EVERYWHERE MAKE ALL ATHLETES BETTERTHROUGH PASSION, DESIGN AND THE RELENTLESS PURSUIT OF INNOVATION MAKE GREAT PRODUCT TELL A GREAT STORY PROVIDE GREAT SERVICE BUILD A GREAT TEAM
  12. 12. Cross timezones, and encourage the diverse multi-cultural energy and global ambition of Our Brand. Regardless of where you work or how much you travel, take action with an international mindset and a passion for bringing our message to all athletes everywhere. Taking risks and failing is a part of striving for greatness and will truly lead us to making our defining product one day. But at every level and across every business, be ready to adjust and drive change, while maintaining the core attributes that define our Brand’s Culture. BRAND PLAN
  13. 13. BRAND CORE VALUE Reliability Integrity Innovation Inspiration  
  14. 14. PROPOSITION Under Armour is for athletes who seek great athletic performance. PASSION, SCIENCE and relentless pursuit of INNOVATION. Under Armour’s technology is complex but the value is sample. Comsumer can wear “HeatGear®” when it’s hot out, “ColdGear®” when it’s cold and “AllSeasonGear®” between the extremes.
  15. 15. BRAND PERSONALITY RUGGEDNESS   COMPETENCE  
  16. 16. IDENTITY The Under Armour logo consists of the letter “U” on top of the letter “A”, therefore forming the company’s initials – “UA”. Resembling a crisscross
  17. 17. VERBAL IDENTITY
  18. 18. COMMUNICATIONS
  19. 19. COMMUNICATIONS
  20. 20. COMMUNICATIONS https://www.youtube.com/watch?v=H-V7cOestUs I WILL WHAT I WANT
  21. 21. https://www.youtube.com/watch?v=IHvQPz6wQe4 Under  Armour  Protect  This  House.  I  Will.   COMMUNICATIONS
  22. 22. https://www.youtube.com/watch?v=Xh9jAD1ofm4 Rule  Yourself     COMMUNICATIONS
  23. 23. HOW TO SUCCEESFUL ? Kevin’s plan was that once a few players started wearing their products and talking about them, the team would feel “obliged” to buy them for everyone. And that was exactly what happened: the Georgia State football team soon approached Under Armour to outfit their players, followed by Atlanta Falcons, the New York Giants and the Miami Dolphins. Selling to Miami Dolphins was a great move, as their match was televised on national tv, which helped to bring out the Under Armour name.   Having a network of professional football players was a huge advantage for Kevin Plank, as he was able to let them test out his products to see if they liked it.
  24. 24. HOW TO SUCCEESFUL ?    “I Will What I Want” campaign, featuring ballet dancer Misty Copeland, Olympic skier Lindsey Vonn, supermodel Gisele Bundchen and others, Under Armour’s ads for females shows female athletes overcoming their adversities and pushing on.
  25. 25. HOW TO SUCCEESFUL ? In 2011, Under Armour announced a Ultimate Intern Program – where students could apply, go through a series of challenges, and the winners would get to work with them during summer, helping the brand to communicate their values and messages through social media. The contest drew more than 10,000 inquiries and over 5,000 applications on Facebook and Twitter.
  26. 26. COMPETTITIVES 2nd Market share in US (2014)
  27. 27. THANK YOU

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