Under Armour targets four consumer groups with their sunglasses lines - recreational athletes, professionals, women, and fans. For recreational athletes, they offer multi-sport glasses with adjustable features at a lower price than the professional line. They market to weekend athletes across various sports. For professionals, they develop on-field and off-field lines to build brand loyalty and ambassador relationships. Their women's lines focus on leisure and sport styles with feminine designs. For fans, they offer fully customizable glasses and cases allowing customers to match their favorite team.

1. Under Armour

2. Overview
● Four Target Consumers:
○ Recreational
○ Professionals
○ Women
○ Fans
● Product Lines
● Marketing
● Distribution

3. Recreational: Product Line
● Multi-sport glasses
○ Add Goggles - water & snow sports
● Adjustable and interchangeable
● Built in Bluetooth inside, near ears
● Cheaper alternative to professional line
● #EyeArmour lines
Target Market:
Weekend athletes - young & active
Golf, Running, Fishing, Biking, Snow Sports, Baseball
Looking for both casual and sport glasses
Casual for everyday use, basic recreational, shade
Sport for fast paced activities, lightweight, grips to avoid slip

4. Recreational: Marketing
Message:
Recreational to Pro connection
Show as cheaper alternative to professional version
Will be an aid when being active
Flexible features for those involved in various sports
No need to spend on multiple products (All In One)
Social Media:
Facebook, Twitter, Snapchat, Instagram
#EyeArmour & #IWILL
Magazines: (Maxim, GQ, Sports Illustrated, ESPN, Runner’s)
Video Idea: Different glasses puts you in different sport

5. Professionals: Product Line
“On Field”
- Innovative
- Sporty
- Comfortable
- Flexible
- Lightweight
“Off Field”
- Sleek
- Modern
- Fashionable
- Versatile

6. Professionals: Marketing
Target promising lower level and younger athletes who will maintain
brand loyalty
Develop relationships with agents and create long-lasting contracts
Expand professionals targeted
● Brand Ambassadors
○ Greater utilization of “Off the Field” product line
○ Benefits
■ Reach greater sports and non-sports demographic
■ Broaden brand awareness
■ Celebrity endorsement
● Social media posts by athlete or Under Armour
● Athlete feature on Under Armour website

7. Women: Product Line
● Women are a large demographic that can be targeted
● Leisure
○ More styles to wear for activities, like the beach
○ Different shapes
○ Stylish yet durable
● Sport
○ Glasses that are lightweight and strong but are not masculine
○ Color variety
○ Make sport specific product
■ Ex. softball, rowing, or beach volleyball

8. Women: Marketing
Feminine & Fashionable
Feature at Sporting Events
Booth for showcased display and try on
Ex. Dew Tour, beach volleyball tournaments
Ads
“Find the athlete in you”
Sponsorship
UA sponsored athletes to spread brand awareness
Ex. Natasha Hastings, Jenny Finch

9. Fans: Product Line
● Key initiative- Customizable options
○ Customizable stem, frame and lens
○ Custom UA sunglass case
○ Customize to match your favorite team at any level

10. Fans: Marketing
Athlete/Celebrity Endorsement
Jordan Spieth, Dwayne “The Rock” Johnson, and
Cam Newton
Sunglass Demo during sport competition
Booth at the Masters or US Open of Surfing
Sunglasses in window display of all
UA stores
Feature sunglasses on home screen
of UA website
Advertise sunglass commercials on channels
such as ESPN

11. Fans: Social Media
● Instagram/ Facebook
○ Advertise through UA instagram and UA facebook
○ Free marketing & direct communication with users
○ Competition Incentive: Rule Yourself Challenge

12. Distribution
Sports Retail Locations (eg. Dick’s Sporting Goods, Sports Authority, Sports
Chalet, Big 5, Sun Diego)
Sunglasses Shops (Sunglass Hut, SportRX)
E-commerce (Amazon)
At Sporting Events → sell & “try-on” booths for #EyeArmour lines (Bike races,
College games, golf tournaments...etc.)
Social Media Giveaways and Raffles
To all contracted athletes & their respective teams/organizations

13. Summary
Recreational
Multi-sport glasses with fully adjustable/interchangeable lenses, frames, grips and a possible
Bluetooth attachment all used to target young & active recreational athletes that will enable them to
feel compared to their favorite professional athletes
Professional
To develop and “On Field” and “Off Field” line for UA and all professional athletes to use while playing
their respective sports but to also market the brand off the field.
Women
Design two different types of products: Leisure and Sport. Using a lighter weight material, offering a
wider color variety and shape size, the sunglasses will become more feminine and desirable.
Fans
Fully customizable glasses (lenses, frame, stem, grips) with a customizable case, all designed to match
your favorite team