The Secret Behind Under Armour’s Business Strategy: How They Became a Game-Changer in the Fitness Industry
Under Armour has been a leading brand in the fitness industry since its inception in 1996. It was founded by Kevin Plank, who noticed that he sweated excessively while playing football, and decided to create a T-shirt that would not retain moisture like a traditional cotton shirt. The brand has grown significantly since then, and has established itself as a major player in the athletic apparel market. In this article, we will explore the secret behind Under Armour’s business strategy, and how they became a game-changer in the fitness industry.
Product Innovation
One of the key pillars of Under Armour’s business strategy is product innovation. The company has built its brand around creating products that solve problems and improve athletic performance. This focus on innovation has allowed Under Armour to stay ahead of its competitors and become a game-changer in the industry.
Under Armour has a dedicated team of product developers and engineers who are constantly working on new designs and technologies. For example, the brand’s charged foam cushioning technology was developed to provide superior comfort and support to athletes. The company also uses materials such as Gore-Tex and PrimaLoft to create products that are durable and weather-resistant.
Brand Identity
Another key aspect of Under Armour’s business strategy is its brand identity. The company has positioned itself as the brand for serious athletes who are committed to their workouts and take their training seriously. This messaging has resonated with consumers, and has helped to establish Under Armour as a premium brand in the athletic apparel market.
Under Armour has also focused on building a community around its brand. The company sponsors a number of professional athletes, including Stephen Curry and Tom Brady, and has also launched initiatives such as UA Record, which tracks users’ fitness data and provides personalized coaching.
Distribution Strategy
Under Armour’s distribution strategy has also been a key driver of its success. The company has focused on building partnerships with key retailers, such as Dick’s Sporting Goods and Foot Locker. It has also invested heavily in its own website and retail stores, which allow it to control the customer experience and showcase its products in the best possible light.
Under Armour has also been expanding aggressively into international markets, which has helped to fuel its growth. The company now operates in more than 20 countries worldwide, and has established itself as a global brand.
Conclusion
Under Armour’s success in the fitness industry can be attributed to a number of factors, including its focus on product innovation, strong brand identity, and effective distribution strategy. The company has established itself as a game-changer in the market, and continues to push the boundaries of athletic apparel with new technologies and designs. As the fitness industry continues to grow, it is clear that Under Armour will continue to be a major player, shaping the industry and inspiring athletes around the world.
