Under Armour has become a major force in the world of athletic gear and apparel by implementing a well-rounded business strategy that includes a focus on innovation, branding, and diversification. This article will take a closer look at how Under Armour managed to reach its current level of success.
Innovation has been a key part of Under Armour’s business strategy since its inception. The company was founded in 1996 by Kevin Plank, a former college football player, who invented a moisture-wicking fabric that would soon become a staple of Under Armour products. From there, Under Armour began experimenting with other materials and technologies that would help athletes perform at their best.
One of the crucial steps in Under Armour’s growth was the decision to expand beyond its initial product line of compression shirts and shorts. The company has since introduced a wide variety of apparel and accessories, including shoes, backpacks, and even connected fitness equipment. This diversification has helped Under Armour reach a broader customer base and break into new markets.
Under Armour has also been successful in building a strong brand identity. The company has enlisted high-profile athletes such as Steph Curry and Dwayne Johnson to serve as brand ambassadors and has invested heavily in advertising campaigns that emphasize the “underdog” mentality that is at the core of the brand. Under Armour’s efforts have paid off, as the brand is now recognized globally and has become a symbol of excellence in athletic performance.
In addition to its focus on innovation and branding, Under Armour has put a strong emphasis on customer service. The company has developed a reputation for providing fast and efficient delivery, as well as a large number of customization options. This commitment to customer satisfaction has helped Under Armour maintain a loyal customer base and set it apart from its competitors.
In conclusion, Under Armour’s business strategy has been a combination of innovation, diversification, branding, and customer service. These elements have allowed Under Armour to grow rapidly and become one of the most successful names in athletic gear and apparel. With a continued focus on these core principles, Under Armour is well-positioned to continue its success in the years to come.
