Under Armour was founded in 1996 with a mission to make athletes better through innovation in athletic apparel. Originally focused on compression shirts that wick moisture away from the skin, the brand now supplies gear for many sports. Key dates include sponsoring college football teams in 1997 and signing NFL supply deals in 2001. The brand markets heavily through sports sponsorships and media campaigns emphasizing performance. While facing competition from larger brands like Nike, Under Armour has grown significantly through innovation and authentic partnerships with athletes.

1. Under Armour Chelsea Shaughnessy

2. Brand Statement “To make all athletes better through passion, science and the relentless pursuit of innovation.”

3. The Start Founded in 1996 by Kevin Plank Simple plan to make a superior T-shirt Provided compression, wick perspiration off your skin (rather than absorb it) Worked with body to regulate temperature & enhance performance Originator of performance apparel 13 years later, now virtually for all athletes

4. Important Dates 1997: 12 College football teams and 10 NFL teams begin wearing UA garments. 1998: UA strikes a deal with Sports Robe The wardrobe and uniform provider for the film Any Given Sunday.) 1999: Deal with Eastbay catalogues, also supplies apparel for another football-themed film, The Replacements.

5. Important Dates (cont’d) 2000: UA begins national print advertising and provides apparel for the XFL football league. 2001: Supply agreements with MLB, the NHL, and the NFL are signed. 2002: UA gear becomes available in over 2,500 retail stores Company begins testing a women's apparel line. 2003: The Women's Performance Gear product line is officially launched

6. Sports Originally for Football players, by football players NOW…. Football Baseball Softball Lacrosse Soccer

7. Product LooseGear Accessories Footwear Recovery Gear (July 2009) HeatGear ColdGear AllSeasonGear

8. Net Market 2008 Net Revenue Apparel 80% Accessories 12% Footwear 4% Other 4%

9. Marketing & Promotion Target Market “All athletes & aspiring athletes” Build brand equity & awareness as a leading performance athletic brand

10. Sport Marketing Goal to sell to high-performing athletes and teams on college & professional level Professional & collegiate sponsorships Individual athlete agreements Target team equipment managers Individual athletes Want product to be seen ON THE FIELD, IN USE Establish on-field authenticity

11. Sport Marketing (cont’d) Official Outfitters (Supply uniforms, sideline apparel & fan gear for these teams) University of Maryland Auburn University University of South Florida University of Hawaii (Football team) University of South Carolina Texas Tech university University of Utah Sell Products Domestically to… Professional football teams Division I Men’s & Women’s Collegiate athletic teams Official supplier of Footwear to the NFL (signed in 2006)

13. Brandon Jacobs (football star)

14. Devin Hester (Chicago Bears WR)

15. Heather Mitts (Pro Soccer)

16. Brandon Jennings (NBA potential lottery pick)

17. Santana Moss (football star)

18. Chris “Macca” McCormack (triathlon champion)

19. Alfonso Soriano (Pro Baseball)

20. Nicole Branagh (US Olympic volleyball )International: European soccer Rugby Teams Canada Hockey Air Canada Center (during Toronto Maple Leafs’) Hannover 96 Football Welsh Rugby Union

21. Sport Marketing (cont’d) Seek to sponsor events to drive awareness & brand authenticity from a grassroots level. Sponsored Events ESPY Awards Show (ea. July) College Football All Star Challenge Under Armour All-American Game (top Seniors in HS Football) 2009 NFL Scouting Combine Partner with Baseball Factory (Top HS baseball players) Under Armour (Baltimore) Marathon Under Armour All-American Lacrosse Classic Participate at ESPN Winter X Games

22. Media & Promotion National Publications ESPN the Magazine Maxim Shape Runner’s World Cosmopolitan Seventeen Women’s Health People Magazine

23. Media & Promotion (cont’d) Product makes an athlete better, faster, stronger & more feared Media Campaigns “Protect this House” Used in several NFL & college stadiums as a crowd prompt “Click-Clack” “BoomBoom-TAP” “Team Girl” Effort to establish UA as an authentic athletic brand for female athletes “The New Prototype” Super Bowl XLII (Feb 2008) The ability to secure product placement in movies, television shows and video games has allowed us to reinforce our authenticity as well as establish our brand with broader audiences

24. Protect This House Athletes Run UA is Football “Protect This House”

25. Media & Promotion (cont’d) “Athletes Run” Launched 2009 Performance running footwear “All runners are athletes and all athletes run” Launched “UA RUN” Magazine Free publication Distributed 200,000+ runners (@ Key Marathons)

26. Customer Analysis Products offered in over 17,000 retail stores worldwide 13,000 retail stores are in North America Sell directly to Consumers Own retail outlet Specialty Stores Website Catalogs

27. Wholesale Distribution 2008 81% net revenues derived from wholesale distribution Retail Chains Dick’s Sporting Goods (31%) The Sports Authority (10%) Hibbett Sporting Goods Modell’s Sporting Goods Bass Pro Shops Cabella’s

28. Direct to Consumer Sales 2008 14% net revenues derived from direct to consumer sales Direct to Consumer Sales Include: UA Global Website Catalogs Discounted Sales @ UA Retail Stores Full-Price Specialty Retail Stores 25 UA Retail Outlet Stores in the US Located at outlet centers primarily on the East Coast The 1st branded, full-price retail store was opened in Annapolis, Maryland November 2007 3 More were also opened in 2008 Chicago, Illinois Boston, Massachusetts Washington, D.C

29. Competition (“Goliath”) NIKE ADIDAS Cotton Inc. Reebok New Balance Columbia Sportswear Company

30. Competition (cont’d) Purchasing Decisions by Customers Brand Image & recognition Performance Quality of products Gear line merchandising story differentiates Subjective preferences Advertising Media Product Sponsorships Product Improvements Changing Styles GOAL: Future for Competition in Price Purchasing Decisions by Retailers Limited Floor Space in their Stores Compete with others to develop relationships (limited attention) UA believes they have good relationships (develops strong sales of our products) If retailers earn greater margins from UA competitors’ products, they may favor the display and sale of those products.

31. S.W.O.T. Strengths TV Campaign Strong Brand Identity High Quality Apparel Trade Promotion Interactive Website Weaknesses Small Amongst Industry Giants Narrow Media Focus Price of Product Opportunities Entering New Markets Demographics: Genders, Age Psychographics: Variety of Sports Products: Cleats Threats Industry Giants Loss of brand identity in expansion Reliance on third party distributors

32. Any Questions?